advertising essay definition

Module 13: Promotion: Integrated Marketing Communication (IMC)

Advertising, learning objectives.

• Explain advertising

Advertising: Pay to Play

A 1900 advertisement for Pears soap.

Advertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media such as television, radio, newspapers and, increasingly, the Internet. Ads are often measured in impressions (the number of times a consumer is exposed to an advertisement).

Advertising is a very old form of promotion with roots that go back even to ancient times. In recent decades, the practices of advertising have changed enormously as new technology and media have allowed consumers to bypass traditional advertising venues. From the invention of the remote control, which allows people to ignore advertising on TV without leaving the couch, to recording devices that let people watch TV programs but skip the ads, conventional advertising is on the wane. Across the board, television viewership has fragmented, and ratings have fallen.

Print media are also in decline, with fewer people subscribing to newspapers and other print media and more people favoring digital sources for news and entertainment. Newspaper advertising revenue has declined steadily since 2000. [1]  Advertising revenue in television is also soft, and it is split across a growing number of broadcast and cable networks. Clearly companies need to move beyond traditional advertising channels to reach consumers. Digital media outlets have happily stepped in to fill this gap. Despite this changing landscape, for many companies advertising remains at the forefront of how they deliver the proper message to customers and prospective customers.

The Purpose of Advertising

Advertising has three primary objectives: to inform, to persuade, and to remind.

• Informative Advertising  creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products.
• Persuasive Advertising tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence consumers to take action and switch brands, try a new product, or remain loyal to a current brand.
• Reminder Advertising  reminds people about the need for a product or service, or the features and benefits it will provide when they purchase promptly.

Left: Informative Advertising Right: Persuasive Advertising

Reminder Advertising

When people think of advertising, often product-focused advertisements are top of mind—i.e., ads that promote an organization’s goods or services. Institutional advertising  goes beyond products to promote organizations, issues, places, events, and political figures.  Public service announcements (PSAs) are a category of institutional advertising focused on social-welfare issues such as drunk driving, drug use, and practicing a healthy lifestyle. Usually PSAs are sponsored by nonprofit organizations and government agencies with a vested interest in the causes they promote.

Public Service Announcement (PSA)

Advantages and Disadvantages of Advertising

As a method of marketing communication, advertising has both advantages and disadvantages. In terms of advantages, advertising creates a sense of credibility or legitimacy when an organization invests in presenting itself and its products in a public forum. Ads can convey a sense of quality and permanence, the idea that a company isn’t some fly-by-night venture. Advertising allows marketers to repeat a message at intervals selected strategically. Repetition makes it more likely that the target audience will see and recall a message, which improves awareness-building results. Advertising can generate drama and human interest by featuring people and situations that are exciting or engaging. It can introduce emotions, images, and symbols that stimulate desire, and it can show how a product or brand compares favorably to competitors. Finally, advertising is an excellent vehicle for brand building, as it can create rational and emotional connections with a company or offering that translate into goodwill. As advertising becomes more sophisticated with digital media, it is a powerful tool for tracking consumer behaviors, interests, and preferences, allowing advertisers to better tailor content and offers to individual consumers. Through the power of digital media, memorable or entertaining advertising can be shared between friends and go viral—and viewer impressions skyrocket.

The primary disadvantage of advertising is cost. Marketers question whether this communication method is really cost-effective at reaching large groups. Of course, costs vary depending on the medium, with television ads being very expensive to produce and place. In contrast, print and digital ads tend to be much less expensive. Along with cost is the question of how many people an advertisement actually reaches. Ads are easily tuned out in today’s crowded media marketplace. Even ads that initially grab attention can grow stale over time. While digital ads are clickable and interactive, traditional advertising media are not. In the bricks-and-mortar world, it is difficult for marketers to measure the success of advertising and link it directly to changes in consumer perceptions or behavior. Because advertising is a one-way medium, there is usually little direct opportunity for consumer feedback and interaction, particularly from consumers who often feel overwhelmed by competing market messages.

Developing Effective Ads: The Creative Strategy

Effective advertising starts with the same foundational components as any other IMC campaign: identifying the target audience and the objectives for the campaign. When advertising is part of a broader IMC effort, it is important to consider the strategic role advertising will play relative to other marketing communication tools. With clarity around the target audience, campaign strategy, and budget, the next step is to develop the creative strategy  for developing compelling advertising. The creative strategy has two primary components: the message and the appeal .

The message comes from the messaging framework discussed earlier in this module: what message elements should the advertising convey to consumers? What should the key message be? What is the call to action? How should the brand promise be manifested in the ad? How will it position and differentiate the offering? With advertising, it’s important to remember that the ad can communicate the message not only with words but also potentially with images, sound, tone, and style.

Effective wordless advertisement

Marketers also need to consider existing public perceptions and other advertising and messages the company has placed in the market. Has the prior marketing activity resonated well with target audiences? Should the next round of advertising reinforce what went before, or is it time for a fresh new message, look, or tone?

Along with message, the creative strategy also identifies the appeal , or how the advertising will attract attention and influence a person’s perceptions or behavior. Advertising appeals can take many forms, but they tend to fall into one of two categories: informational appeal and emotional appeal.

The informational appeal offers facts and information to help the target audience make a purchasing decision. It tries to generate attention using rational arguments and evidence to convince consumers to select a product, service, or brand. For example:

• More or better product or service features: Ajax “Stronger Than Dirt”
• Cost savings:  Wal-Mart “Always Low Prices”
• Quality: John Deere “Nothing runs like a Deere”
• Customer service: Holiday Inn “Pleasing people the world over”
• New, improved: Verizon “Can you hear me now? Good.”

The following Black+Decker commercial relies on an informational appeal to promote its product:

The emotional appeal targets consumers’ emotional wants and needs rather than rational logic and facts. It plays on conscious or subconscious desires, beliefs, fears, and insecurities to persuade consumers and influence their behavior. The emotional appeal is linked to the features and benefits provided by the product, but it creates a connection with consumers at an emotional level rather than a rational level. Most marketers agree that emotional appeals are more powerful and differentiating than informational appeals. However, they must be executed well to seem authentic and credible to the the target audience. A poorly executed emotional appeal can come across as trite or manipulative. Examples of emotional appeals include:

• Self-esteem: L’Oreal “Because I’m worth it”
• Happiness: Coca-Cola “Open happiness”
• Anxiety and fear: World Health Organization “Smoking Kills”
• Achievement: Nike “Just Do It”
• Attitude: Apple “Think Different”
• Freedom: Southwest “You are now free to move about the country”
• Peace of Mind: Allstate “Are you in good hands?”
• Popularity: NBC “Must-see TV”
• Germophobia: Chlorox “For life’s bleachable moments, there’s Chlorox”

The following Heinz Ketchup commercial offers a humorous example of an ad based entirely on an emotional appeal:

Developing the Media Plan

The media plan is a document that outlines the strategy and approach for an advertising campaign, or for the advertising component in an IMC campaign. The media plan is developed simultaneously with the creative strategy. A standard media plan consists of four stages: (a) stating media objectives; (b) evaluating media; (c) selecting and implementing media choices; and (d) determining the media budget.

Media objectives are normally started in terms of three dimensions:

• Reach: number of different persons or households exposed to a particular media vehicle or media schedule at least once during a specified time period.
• Frequency: the number of times within a given time period that a consumer is exposed to a message.
• Continuity: the timing of media assertions (e.g. 10 per cent in September, 20 per cent in October, 20 per cent in November, 40 per cent in December and 10 per cent the rest of the year).

The process of evaluating media involves considering each type of advertising available to a marketer, and the inherent strengths and weaknesses associated with each medium. The table below outlines key strengths and weaknesses of major types of advertising media. Television advertising is a powerful and highly visible medium, but it is expensive to produce and buy air time. Radio is quite flexible and inexpensive, but listenership is lower and it typically delivers fewer impressions and a less-targeted audience. Most newspapers and magazines have passed their advertising heydays and today struggle against declining subscriptions and readership.  Yet they can be an excellent and cost-effective investment for reaching some audiences. Display ads offer a lot of flexibility and creative options, from wrapping busses in advertising to creating massive and elaborate 3-D billboards. Yet their reach is limited to their immediate geography. Online advertising such as banner ads, search engine ads, paid listings, pay-per-click links and similar techniques offers a wide selection of opportunities for marketers to attract and engage with target audiences online. Yet the internet is a very crowded place, and it is difficult to for any individual company to stand out in the crowd.

Table: Advertising Media Strengths and Weaknesses

The evaluation process requires research to to assess options for reaching their target audience with each medium, and how well a particular message fits the audience in that medium. Many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal to determine the best media for a given campaign.

To illustrate, if a company is targeting young-to-middle-aged professional women to sell beauty products, the person or team responsible for the media plan should evaluate what options each type of media offers for reaching this audience. How reliably can television, radio, newspapers or magazines deliver this audience? Media organizations maintain carefully-researched information about the size, demographics and other characteristics of their viewership or readership. Cable and broadcast TV networks know which shows are hits with this target demographic and therefore which advertising spots to sell to a company targeting professional women. Likewise newspapers know which sections attract the eyeballs of female audiences, and magazines publishers understand very well the market niches their publications fit. Online advertising becomes a particularly powerful tool for targeted advertising because of the information it captures and tracks about site visitors: who views and clicks on ads, where they visit and what they search for. Not only does digital advertising provide the opportunity to advertise on sites that cater to a target audience of professional women, but it can identify which of these women are searching for beauty products, and it can help a company target these individuals more intensely and provide opportunities for follow-up interaction.

The following video further explains how digital advertising targets and tracks individuals based on their expressed interests and behaviors.

You can read a transcript of the video here .

Selection and Implementation

The media planner must make decisions about the media mix and timing, both of which are restricted by the available budget. The media-mix decision involves choosing the best combination of advertising media to achieve the goals of the campaign. This is a difficult task, and it usually requires evaluating each medium quantitatively and qualitatively to select a mix that optimizes reach and budget.

Unfortunately, there are few valid rules of thumb to guide this process, in part because it is difficult to compare audiences across different types of advertising media. For example, Nielsen ratings measure audiences based on TV viewer reports of the programs watched, while outdoor (billboard) audience-exposure estimates are based on counts of the number of automobiles that pass particular outdoor poster locations. The “timing of media” refers to the actual placement of advertisements during the time periods that are most appropriate, given the selected media objectives. It includes not only the scheduling of advertisements, but also the size and position of the advertisement.

There are three common patterns for advertising scheduling:

• Continuous  advertising runs ads steadily at a given level indefinitely. This schedule works well products and services that are consumed on a steady basis throughout the year, and the purpose of advertising is to nudge consumers, remind them and keep a brand or product top-of-mind.
• Flighting  involves heavy spurts of advertising, followed by periods with no advertising. This type of schedule makes sense for products or services that are seasonal in nature, like tax services, as well as one-time or occasional events.
• Pulsing mixes continuous scheduling with flighting, to create a constant drum-beat of ads, with periods of greater intensity. This approach matches products and services for which there is year-round appeal, but there may be some seasonality or periods of greater demand or intensity. Hotels and airlines, for example, might increase their advertising presence during the holiday season.

When considering advertising as a marketing communication method, companies need to balance the cost of advertising–both of producing the advertising pieces and buying placement—against the total budget for the IMC program. The selection and scheduling of media have a huge impact on budget: advertising that targets a mass audience is generally more expensive than advertising that targets a local or niche audience. It is important for marketers to consider the contribution advertising will make to the whole. Although advertising is generally one of the more expensive parts of the promotion mix, it may be a worthwhile investment if it contributes substantially to the reach and effectiveness of the whole program. Alternatively, some marketers spend very little on advertising because they find other methods are more productive and cost-effective for reaching their target segments.

Anatomy of an Advertisement

Advertisements use several common elements to deliver the message. The visual is the picture, image, or situation portrayed in the advertisement. The visual also considers the emotions, style, or look-and-feel to be conveyed: should the ad appear tender, businesslike, fresh, or supercool? All of these considerations can be conveyed by the visual, without using any words.

The headline is generally what the viewer reads first—i.e., the words in the largest typeface. The headline serves as a hook for the appeal: it should grab attention, pique interest, and cause the viewer to keep reading or paying attention. In a radio or television ad, the headline equivalent might be the voice-over of a narrator delivering the primary message, or it might be a visual headline, similar to a print ad.

In print ads, a subhead is a smaller headline that continues the idea introduced in the headline or provides more information. It usually appears below the headline and in a smaller typeface. The body copy  provides supporting information. Generally it appears in a standard, readable font.  The call to action may be part of the body copy, or it may appear elsewhere in a larger typeface or color treatment to draw attention to itself.

A variety of brand elements  may also appear in an advertisement. These include the name of the advertiser or brand being advertised, the logo, a tagline, hashtag, Web site link, or other standard “branded” elements that convey brand identity. These elements are an important way of establishing continuity with other marketing communications used in the IMC campaign or developed by the company. For example, print ads for an IMC campaign might contain a campaign-specific tagline that also appears in television ads, Website content, and social media posts associated with the campaign.

Hoover advertisement with ad elements shown.

Ad Testing and Measurement

When organizations are poised to make a large investment in any type of advertising, it is wise to conduct marketing research to test the advertisements with target audiences before spending lots of money on ads and messages that may not hit the mark. Ad testing may preview messages and preliminary ad concepts with members of a target segment to see which ones resonate best and get insight about how to fine-tune messages or other aspects of the ad to make them more effective. Organizations may conduct additional testing with near-final advertising pieces to do more fine-tuning of the messages and visuals before going public.

To gauge the impact of advertising, organizations may conduct pre-tests and post-tests of their target audience to measure whether advertising has its intended effect. A pre-test assesses consumer attitudes, perceptions, and behavior before the advertising campaign. A post-test measures the same things afterward to determine how the ads have influenced the target audience, if at all.

Companies may also measure sales before, during, and after advertising campaigns run in the geographies or targets where the advertising appeared. This provides information about the return on investment for the campaign, which is how much the advertising increased sales relative to how much money it cost to execute. Ideally advertising generates more revenue and, ultimately profits, than it costs to mount the advertising campaign.

• http://www.slate.com/blogs/moneybox/2014/04/28/decline_of_newspapers_hits_a_milestone_print_revenue_is_lowest_since_1950.html ↵
• Screenshot Keep Your Head PSA. Provided by : Lumen Learning. License : CC BY: Attribution
• Screenshot Naked Juice Ad. Provided by : Lumen Learning. License : CC BY: Attribution
• Screenshot Puma Ad. License : Public Domain: No Known Copyright
• Screenshot Rogue Voodoo Porter Ad. Provided by : Lumen Learning. License : CC BY: Attribution
• Revision and adaptation. Provided by : Lumen Learning. License : CC BY-SA: Attribution-ShareAlike
• Screenshot Hoover Ad. Provided by : Lumen Learning. License : CC BY: Attribution
• Advertising. Provided by : Wikipedia. Located at : https://en.wikipedia.org/wiki/Advertising . License : CC BY-SA: Attribution-ShareAlike
• Communicating to Mass Markets, from Introducing Marketing. Authored by : John Burnett. Project : Global Text. License : CC BY: Attribution
• Behavioral Targeting. Provided by : BBC. Located at : https://youtu.be/HtOkaAMOmAc . License : CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives
• HEINZ Ketchup Wiener Stampede. Provided by : Heinz. Located at : https://youtu.be/LOlfhBT8i9I . License : All Rights Reserved . License Terms : Standard YouTube license
• Our Awesome Drill with AutoSense Technology. Provided by : Black+Decker. Located at : https://youtu.be/mc_VsL44nWE . License : All Rights Reserved . License Terms : Standard YouTube license
• Got Milk?. Provided by : Wikimedia. Located at : https://commons.wikimedia.org/wiki/File:Gotmilk.png . License : Public Domain: No Known Copyright
• Pears Soap ad. Provided by : Wikimedia. Located at : https://commons.wikimedia.org/wiki/File:Pears_Soap_1900.jpg . License : Public Domain: No Known Copyright

• Advertising & Society Review

• Volume 16, Issue 3, 2015
• Advertising Educational Foundation

Additional Information

• What Is Advertising? *
• William M. O’Barr (bio)

[ Editor’s note : This article is part of ADText .]

1. Defining Advertising Broadly

A 19th-Century English Ad for Beef Extract 2

Extravagant Claims Were Common in Victorian Advertisements 3

A Gratuitous Use of Racial Imagery in 19th-Century Advertising 4

In introducing Victorian Advertisements , Laver asks, “What is advertising?” Here is his answer:

FYI… The Victoria and Albert Museum in London is one of the world’s great museums. James Laver is frequently quoted for his pithy comments about the world of fashion.

Is This Advertising? 6

FYI… The ancient Roman city of Herculaneum was preserved by an eruption of Mount Vesuvius. Like Pompeii, its archaeological remains provide many insights into life in Roman times.

An Open-Air Spice Market in India, c.1850 7

An Ancient Notice Announcing Wine for Sale 8

Window Shoppers in Hong Kong 9

2. Defining Advertising Narrowly

FYI… Raymond Williams helped establish the field of cultural studies , and is one of the founders of the Birmingham School of Cultural Studies .

FYI… Read about the development of advertising in A Brief History of Advertising in America .

Public Transportation as a Site for Advertising, London, 1874 11

Advertising in Public Spaces, New York City, 1880s 12

Advertisements in Print Media, 1889 13

“Sponsored” Art in the Renaissance 14

“Sponsored” Art in the Renaissance 15

Details of a Stained Glass Window in the Sainte-Chapelle, Paris 16

Portrait of Catherine de Medici, by Claude Corneille de Lyon, (c. 1536) 17

Marriage of Fredrick I Barbarossa by Giambattista Tiepolo, (1696–1770) 18

A Popular Super Bowl Commercial, 2015 19

Click to view video

3. Defining Advertising as Mediated Communication

One of the anecdotes in these biographies is about a meeting that took place between Lasker and John E. Kennedy in May 1905. Lasker was a junior partner in Lord & Thomas at that time, and Kennedy was retired from the Royal Canadian Mounted Police and working as a copywriter. The apocryphal account tells that Kennedy sent a message to Albert Lasker that read as follows:

I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is and it will mean much to you. If you wish to know what advertising is send the word ‘yes’ down by the bell boy. Signed — John E. Kennedy . 22

FYI… Albert Lasker is remembered as one of the key figures in American Advertising. His great fortune, made in 20th-century advertising, funded The Albert and Mary Lasker Foundation .

The Glove Counter of Rike’s Department Store, Dayton, Ohio, 1893 23

Radio Quickly Became A Medium for Advertising in America 24

4. The Essence of Advertising is Metaphors and Stories

Jerry Bader, a marketing professional, asks: What is advertising’s most important word? In considering the possibilities, he clears away the overused verbiage of many ads— free, special, discount, sale, new, improved, bigger, better, luxury, exclusive, world-class , and the like—in search of the single word that wields the greatest communicative power. His vote goes to:

the simple, innocuous word ‘like’: a nondescript word that carries with it all the conceptual power you need to create a business identity, to form a brand personality, and to position your product or service in the mind of your audience . 25

This 1990s Nike Ad Uses a Visual Metaphor to Communicate 26

Powerful Ads Link Brands to Universal Stories 30

5. Advertising is About Building Relationships

FYI… Read about Ethics and Advertising in ADText.

This Morgan Stanley Commercial Demonstrates Involvement in Their Customer’s Lives 31

FYI… Read how focus groups and psychographics help advertisers determine who the audience should be in The Role of Research in Advertising .

This Unconventional Coke Spot Emphasizes Fun, Fantasy, and Relationships 32

This Ad Shows Starbucks as a Popular and Trendy Meeting Place 33

6. Advertising is Content

FYI… Content marketing —claims the trade organization Content Marketing Institute — is the art of communicating with your customers and prospects without selling . 35

The Weber Website Offers Lessons in Grilling 36

An Example of Content from Lowe’s 37

FYI… Advertising Age writes: “ Content marketing is a pull, rather than a push, strategy. Content doesn’t interrupt, it attracts.” 38

FYI… Visit A Brief History of Advertising in America to listen to a clip from the Lux Radio Theatre.

7. Conclusion

8. author’s postscript.

William M. O’Barr is Professor of Cultural Anthropology at Duke University where he has taught since 1969. He holds secondary appointments in the Departments of Sociology and English. He has been a visiting professor at Northwestern, Dalhousie, and Oxford. He has been recognized for his outstanding undergraduate teaching by both the Duke University Alumni Association and Trinity College (Duke University). His course Advertising and Society: Global Perspectives is one of Duke’s most popular undergraduate courses. His seminars include Advertising and Masculinity, Children and Advertising, and The Language of Advertising.

He is author and co-author of ten books, including Culture and the Ad: Exploring Otherness in the World of Advertising, Rules versus Relationships, and Just Words: Law, Language, and Power . He has conducted anthropological research in Brazil, China, East Africa, India, Japan, and the US. In addition to his interest in social and cultural aspects of advertising, Professor O’Barr has researched law in a variety of cultural settings.

In 2000, he founded Advertising & Society Review and served as editor from 2000 to 2005. He is author of ADTextOnline.org, which will consist of more than 25 units published as supplements to A&SR.

PDF Downloads: Spanish Translation Chinese Translation

* Updated 2015. Original version published in A&SR 6.3.

1. Leonard de Vries, Victorian Advertisements (London: William Clowes and Sons Limited, 1968).

2. De Vries, Victorian Advertisements , 23.

3. De Vries, Victorian Advertisements , 57.

4. De Vries, Victorian Advertisements , 25.

5. De Vries, Victorian Advertisements , 6.

6. “Small White butterfly ( Pieris rapae ),” Wikimedia Commons, uploaded by “Alvesgaspar,” November 2007, http://commons.wikimedia.org/wiki/Butterfly#/media/File:Butterfly_November_2007-5.jpg .

7. Shiva Dayal Lal, “Painting, women selling produce, opaque watercolour on paper, Patna, ca. 1850,” in Mildred Archer, Company Paintings: Indian Paintings of the British Period (London: Victoria and Albert Museum/Maplin, 1992) 90–91, accessed at Victoria and Albert Museum, last updated September 15, 2015, http://collections.vam.ac.uk/item/O68297/painting-shiva-dayal-lal/ .

8. “Herculaneum price list,” ICTeachers Photo Library, uploaded by Mike Freedman, last updated July 14, 2007, http://www.icteachers.co.uk/photos/photos4/herculaneumpricelist.jpg .

9. “Couple Window Shopping,” © Corbis/Jack Hollingsworth, accessed September 7, 2015, http://www.corbisimages.com/stock-photo/royalty-free/CB103309/couple-window-shopping .

10. Raymond Williams, “Advertising: The Magic System,” in Problems in Materialism and Culture . (London: Verso, 1980), 170–195. This article is available online in Advertising & Society Review Vol. 1, Issue 1 (2000), https://muse.jhu.edu/journals/advertising_and_society_review/toc/asr1.1.html .

11. Alfred Concanen, “Modern Advertising: A Railway Station in 1874,” printed by Stannard & Son, foldout lithographic illustration in Henry Sampson, A History of Advertising from the Earliest Times (London: Chatto and Windus, 1874), accessed at The Archive.org, on September 9, 2015, https://archive.org/details/historyofadverti00samp .

12. Henry Collins Brown, Fifth Avenue Old and New, 1824–1924 (New York: Fifth Avenue Assocation/Wynkoop Hallenbeck Crawford, 1924), 46.

13. Harper’s Weekly , February 16, 1889, 134, provided courtesy of HarpWeek.

14. “Interior of the Sistine Chapel,” The Athenaeum, uploaded by “laure9,” November 21, 2008, http://www.the-athenaeum.org/art/detail.php?ID=37487 .

15. “Statue of David, (replica) in front of the Palazzo Vecchio, Florence, Italy,” Wikimedia Commons, uploaded by “JoJan,” November 18, 2005, https://commons.wikimedia.org/wiki/File:Firenze.David01.JPG .

16. “Ste. Chappelle,” Wikimedia Commons, uploaded by “Ziad,” April 15, 2014, http://commons.wikimedia.org/wiki/File:Ste._Chapelle_%289379069388%29.jpg .

17. “Catherine de’ Medici (1519–1589), Queen of France,” The Athenaeum, uploaded by “kohn1fox,” February 19, 2015, http://www.the-athenaeum.org/art/detail.php?ID=175631 ,

18. “Giovanni Battista Tiepolo, The Marriage of the Emperor Frederick 1. Barbarossa to Beatrice of Burgundy, painted 1751, Fresco in the Imperial Hall of the Residenz, Würzburg,” Wikimedia Commons, uploaded by “Michail,” January 18, 2006, http://commons.wikimedia.org/wiki/File:Hochzeit_friedrich_I._tiepolo.jpg .

19. “SNICKERS® - ‘The Brady Bunch,’” YouTube video, posted by “SnickersBrand,” January 29, 2015, https://www.youtube.com/watch?v=rqbomTIWCZ8 .

20. John Gunther, Taken at the Flood: The Story of Albert D. Lasker (New York: Harper & Brothers, 1960).

21. Albert Lasker, The Lasker Story: As He Told It (Chicago: Advertising Publications, 1963).

22. Lasker, The Lasker Story , 19.

23. Courtesy of Special Collections and Archives, Wright State University.

24. Illustration to J. C. McQuiston, “Advertising by Radio. Can It and Should It Be Done?” in Radio News , August 1922, 232, 332–334, provided courtesy of http://earlyradiohistory.us/1922ads.htm .

25. “What Is Advertising’s Most Important Word?” MarketingProfs, posted by Jerry Bader, October 23, 2007, http://www.marketingprofs.com/7/advertising-most-important-word-bader.asp .

26. “Advantage Sampras,” poster, Simons Palmer Denton Clemmow & Johnson, accessed on D&AD, September 7, 2015, http://www.dandad.org/en/ways-create-great-ad-5-visual-metaphors .

27. In a more general way, the idea that the essence of advertising is metaphors refers to a very wide range of literary devices that function in similar ways to imbue objects with meaning. These include: simile (the comparison of two different things by employing the words “like,” “as,” or “is”), analogy (comparison in order to show similarity), allegory (representation of abstract ideas or principles by characters, figures, or events, and metaphor (the concept of understanding one thing in terms of another).

28. Many ads promoting olive oil make this claim, however, what Homer actually refers to in the Odyssey is “olive oil in a flask of gold.” Nina Teicholz, The Big Fat Surprise: Why Butter, Meat and Cheese Belong in a Healthy Diet (New York: Simon & Schuster, 2014), 204.

29. “Life’s but a walking shadow, a poor player That struts and frets his hour upon the stage ,” Macbeth , ed. G. Blakemore Evans et al., The Riverside Shakespeare (Boston: Houghton Mifflin, 1974), act 5, sc. 5, lines 24–25.

30. “How the Best Advertising Campaigns Tap Into the Story of the Underdog,” 602 Communications, accessed September 7, 2015, http://602communications.com/2012/09/how-the-best-advertising-campaigns-tap-into-the-story-of-the-underdog/ and “How the Best Advertising Campaigns Tap Into the Story of the Underdog,” YouTube video, posted by “Graeme Newell,” September 23, 2012, https://www.youtube.com/watch?v=FRkdpucdasU .

31. “Morgan Stanley ‘Wedding,’” YouTube video, posted by “JimmyKupCasting,” September 14, 2011, https://www.youtube.com/watch?v=xqdKqPMoM1I .

32. “Coca-Cola Happiness Machine,” YouTube video, posted by “Coca-Cola,” January 12, 2010, https://www.youtube.com/watch?v=lqT_dPApj9U .

33. “Meet Me at Starbucks,” YouTube video, posted by “Starbucks Coffee,” October 27, 2014, https://www.youtube.com/watch?v=aScriE2Cxmo .

34. This comment is frequently attributed to John Wanamaker. Like many such quotes from the past, what Wanamaker actually said is difficult to document. “Half the money spent on advertising is wasted, but no one knows which half,” The Big Apple, posted by Barry Popik, December 26, 2009, http://www.barrypopik.com/index.php/new_york_city/entry/half_the_money_spent_on_advertising_is_wasted_but_no_one_knows_which_half .

35. “What Is Content Marketing?” Content Marketing Institute, accessed September 7, 2015, http://contentmarketinginstitute.com/what-is-content-marketing/ .

36. “Mastering Basics: Grilling Basic Salmon Filets,” Weber, accessed September 7, 2015, http://www.weber.com/weber-nation/grill-skills/mastering-basics/basic-instruction/grilling-basic-salmon-fillets .

37. “Plant twice-blooming lavender as a border around your fall vegetable garden to deter deer,” Vine video, posted by “Lowes,” August 18, 2015, https://vine.co/v/epx3jE2BbiU .

38. “What is Content Marketing?” Advertising Age, posted by Rebecca Lieb, February 27, 2012, http://adage.com/article/digital/content-marketing/232990/ .

39. “Content Marketing Examples Guaranteed to Surprise You,” Vero, May 27, 2014, http://www.getvero.com/resources/content-marketing-examples/ .

40. “The Furrow,” John Deere, accessed September 7, 2015, https://www.deere.com/en_INT/industry/agriculture/our_offer/the_furrow/the_furrow_magazine.page .

41. Michelin Travel, accessed September 7, 2015, http://travel.michelin.com .

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What is Advertising: The Art of Engaging and Persuading

By 2028, global advertising spending will be approx US$1307 billion . But what is advertising, and why do businesses devote so much money to it? Simply put, advertising is paid promotional messaging distributed through various media (such as TV, radio, print, digital, outdoor, etc.) to inform, persuade, or remind audiences about specific products, services, ideas, or causes.

Advertising may take many shapes, from eye-catching billboards to inspirational social media postings to 30-second movie theater commercials, but they all serve the same underlying purposes.

Advertisers construct messages meant to appeal to target customers on emotional and rational levels, whether selling automobiles, shoes, cosmetics, or humanitarian causes. The ultimate goal is to boost brand recognition, educate on product advantages, drive sales or contributions, or link pleasant images with a name.

While some people see advertising with skepticism or misunderstanding, those in charge of multibillion-dollar campaigns see it as serious business essential to attaining economic success and development in competitive marketplaces.

Effective advertising necessitates creative content and intelligent media placement, but it also depends on knowing consumer insights and psychology to impact actions. Advertising has become firmly ingrained in popular culture, fueling the economic fortunes of businesses, media networks, and others. As one of the top Advertising agencies in India , we at BrandLoom can help you build the best advertising strategy to reach your target audience and resonate with them.

What is Advertising?

Advertising is a critical component of marketing communication, carefully designed to display products, services, and ideas to varied audiences across various media channels. The primary goal is to capture attention, develop interest, increase awareness, give detailed information, convincingly express value, and urge a specific action, such as a purchase, contribution, or desired response.

The spectrum of advertising mediums includes conventional channels such as television, radio, print publications, and billboards, as well as the dynamic landscape of digital platforms such as social media and other developing digital spaces.

Specialized enterprises in the advertising sector focus on market research , creative ad development, media planning and purchase, production, analytics, and more. Ad agencies, in-house marketing teams, media firms selling ad space, tech suppliers, and independent artists and influencers are critical participants.

Advertising has limitless creative potential, frequently employing attention-grabbing images, relatable characters, narrative, comedy, celebrities, catchy jingles, emotional appeals, inclusive representation, and other inventive strategies to engage consumers.

Advertising tactics, messages, brand image, and calls to action are all based on market research on target demographics and customer behavior. Effective advertising reflects public mood and changes attitudes and popular culture.

The advertising sector constantly faces upheaval in the ever-changing world of digital media consumption and must adapt creatively to attract consumer engagement. The astonishing success of social media advertising illustrates this space’s flexibility and promise. Finally, advertising generates trillions of dollars in economic activity and helps fund the development of free, ad-supported content consumers appreciate.

Definition of Advertising

Advertising is advertising a product, carrier, or idea to a target market to influence their attitudes and actions. It involves developing and distributing convincing messages over numerous media structures, including TV, radio, print, internet, and social media.

Advertising’s key objectives are to construct consciousness, enlighten potential customers, establish a fantastic logo photograph, and ultimately force sales or preferred behaviors.

Advertising might also take a whole lot of paperwork, which includes:

• Promotional communications: This type of content wants to educate and persuade clients about a product, provider, or emblem. They often emphasize features, blessings, and specific selling factors.
• Branding: Advertising is critical in developing and maintaining a logo’s identity, persona, and photograph in clients’ eyes. It helps to construct emblem focus, loyalty, and difference.
• Public service announcements (PSAs): They are classified ads that promote social causes, public fitness initiatives, or significant public concerns rather than industrial items or offerings.
• Sponsorships and endorsements: Companies frequently guide activities, groups, or human beings in return for promotional blessings and emblem reputation.

Effective advertising and marketing campaigns often encompass marketplace research, innovative introduction, media approach, and performance evaluation. Advertisers utilize several strategies to attract clients’ attention and affect their behavior, including emotional appeals, comedy, celebrity endorsements, and unusual pix.

Advertising is a multibillion-dollar enterprise that shapes patron choices, fuels monetary development, and affects society’s tendencies and values.

Characteristics of Advertising

Advertising has specific features that distinguish it as a compelling and creative commercial force. This section digs into the fundamental characteristics of the dynamic advertising environment, from its multi-media reach to its effect on popular culture:

1. Persuasive Communication:

Advertising persuasively influences customer behavior and attitudes about a product, service, or concept. Advertising attempts to persuade people to do a specific action or hold a particular opinion by using captivating language and imaginative imagery.

2. Multi-Media Reach:

Advertising utilizes various media channels, including television, radio, print publications, billboards, social media platforms, and numerous digital formats. This multi-media strategy guarantees that advertising messages reach a diverse audience.

3. Creative Expression:

Advertising depends on innovation, employing attention-grabbing graphics, narrative, comedy, emotional appeals, and other novel strategies to capture and engage people. Advertising creativity is critical for leaving a lasting impression and developing brand identification.

4. Targeted Advertising:

Effective advertising caters to specific demographics and customer habits. Advertisers design ideas and graphics that appeal to the intended demographic through rigorous market research, boosting the effectiveness of their campaigns.

5. Influence on Popular Culture:

Advertising reflects public feelings and has a huge impact on attitudes and popular culture. Memorable advertising campaigns can shape cultural norms, attitudes, and customer preferences.

6. Adaptability in Digital Landscape:

As the digital environment evolves, advertising must constantly adapt to new platforms and technologies. The adaptability of digital advertising enables real-time modifications and individualized targeting, assuring relevance in a media landscape that is becoming increasingly fragmented.

Importance of Advertising

Advertising’s relevance stretches beyond conventional promotion, covering economic, social, and cultural significance. Its power to influence cultural discourse, affect customer behavior, and drive economic growth highlights its critical position in modern business. Let’s take a look at some of the importance of advertising:

1. Brand Visibility and Recognition:

Advertising has a significant impact on brand visibility and recognition. Advertising guarantees that companies remain top-of-mind for customers through clever placement and appealing messages, establishing familiarity and trust.

2. Revenue generating:

By boosting sales and expanding market share, effective advertising immediately helps increase revenue. Well-crafted ad campaigns can attract new consumers, retain existing ones, and ultimately increase a company’s bottom line.

3. Consumer Education:

Advertising is a forum for teaching customers about product features, advantages, and unique selling propositions. Informative ad content enables consumers to make more educated purchase decisions, ultimately improving their brand experience.

4. Market Competition:

Advertising is critical in differentiating a brand from its competitors in a competitive marketplace. Advertising allows firms to build a distinct identity and stand out among competitors by emphasizing distinctive selling factors and value propositions.

5. Economic Impact:

Advertising stimulates economic activity by assisting businesses, creating jobs in the advertising sector, and contributing to general economic growth. It creates demand, boosts consumer spending, and promotes innovation and entrepreneurship.

6. Influence on Society and Culture:

Advertisements frequently reflect and affect society’s values, trends, and cultural standards. They can start conversations, raise awareness about social concerns, and influence constructive social change.

7. Innovation and Creativity:

The advertising business lives on innovation and creativity, continually pushing the envelope to generate compelling and memorable campaigns. This emphasis on creativity motivates artistic expression and develops an innovative culture within the sector.

Objectives of Advertising

Advertising plays several vital functions that help organizations reach their advertising and communication targets. The number one purpose of advertising and marketing may be normally classified as follows:

Increasing Brand Awareness:

One of the key dreams of marketing is to broaden and raise brand recognition among prospective purchasers. Advertising aids in introducing a brand, its items, or its offerings to the intended target audience and organizing a presence inside the marketplace.

Informing and Educating:

Advertising seeks to enlighten customers approximately a product’s characteristics, blessings, and particular selling points. It advises clients about the supply of a product or service, its programs, and how it can meet their necessities and dreams.

Creating Positive Brand Affiliations:

Advertising impacts customers’ perceptions and affiliations with a logo. Advertising uses innovative messages and imagery to construct top emblem connections, increase a unique personality, and separate the employer from opponents.

Persuasion and its effect on:

Advertising uses persuasive techniques to affect customer attitudes, ideals, and moves. Its purpose is influencing the target audience to take a particular movement, including shopping for a product, trying out a career, or assisting a purpose.

Reinforcing Brand Loyalty:

Advertising is essential in maintaining emblem loyalty amongst cutting-edge consumers. Advertising strengthens the brand-purchaser connection by continuously conveying brand messaging and reminding consumers of the business enterprise’s value proposition.

Increasing Sales:

Advertising aims to boost an organization’s sales and earnings. Advertising stimulates the call for and encourages buying alternatives by way of growing logo recognition, developing favorable emblem impressions, and convincing customers.

Supporting Other Marketing Efforts:

Advertising complements different marketing operations with public relations, direct advertising, and sales promotions. It dietary supplements and strengthens these efforts to develop a unified and hit advertising plan.

Advantages of Advertising

Advertising affords widespread benefits to each organization and its customers. Some of the primary benefits of advertising encompass:

• Increasing logo cognizance and reputation – Advertising exposes customers to brands, goods, and services, increasing the probability that they will consider the emblem after they need that product or service. Effective advertising campaigns can also significantly grow emblem recognition and assist agencies in constructing an emblem identification.
• Educating clients – Advertisements may inform clients about new items or functions and educate them on the benefits and packages of an agency’s services or products. This allows customers to make more excellent, educated purchase choices.
• Increased sales – Businesses sell to sell extra objects or offerings. Well-focused commercials that reach the perfect customers at the right time can also grow sales or leads for businesses. This will increase the consumer base and provide more money.
• Supporting mass manufacturing – Advertising introduces and promotes new heavily produced gadgets to a big target audience. This increases demand, permitting companies to gain from economies of scale and reduced manufacturing fees in line with units.
• Providing jobs – The advertising sector employs entrepreneurs, designers, researchers, salesmen, and other professionals throughout organizations and media resources. It increases economic hobby.
• Lowering consumer costs – Media retailers fund content material and users get the right of entry through the sale of the marketing area. Consumers eventually pay much less for ad-supported content than material sponsored entirely via subscriptions or prices.

Disadvantages of Advertising

While advertising provides blessings, a few downsides and critiques of advertising and marketing include:

• Increased prices for corporations—Advertising can be high-priced, specifically on large media platforms. Companies need to examine expanded promotional expenses against possible sales advantages. Small companies with tight resources might struggle to have enough money for effective marketing.
• Contributes to increased purchaser fees – Better retail pricing allows customers to surpass advertising costs directly. This results in inflation, making gadgets more expensive.
• Can be misleading – Companies may also exaggerate or omit records in advertisements to make things seem greater suited. This would possibly mislead customers and bring about sadness with their goods. Strict legal guidelines exist to prevent fraudulent marketing.
• Encourages immoderate consumption – Advertising increases demand by way of attracting human beings to purchase matters they may now not surely want. This promotes wasteful intake and excessive materialism, which harms the surroundings.
• Creates desires and dissatisfaction – Advertising creates demands and unhappiness by constantly displaying idealized snapshots and life, which in reality can’t be healthy. This may lead to sadness, which has a bad effect on mental fitness and shallowness.
• Interrupts content material studies – Ad placement may also interrupt and interfere with consumer stories, such as watching TV or surfing the internet. Consumers find disruptive advertisements bothersome.
• Invades privateness – Highly focused virtual classified ads rely upon gathering personal records and online surfing records, causing growing privacy problems regarding how purchaser records are amassed and applied.

Types of Advertising

1. print advertising.

Print advertising encompasses conventional offline channels such as newspapers, periodicals, flyers, brochures, and direct mail. Marketers may use visual components such as high-resolution photographs and graphics to attract readers’ attention when developing advertising for print media. Print advertising has a permanence that digital ads do not have since readers may preserve print ads and refer to them later.

Print advertising, on the other hand, is losing appeal and efficacy as more people consume news and information online. Younger generations, in particular, eschew traditional print media. However, some publications and demographics continue to engage with print daily.

Thus, targeting older age groups and those interested in certain hobbies or sectors covered by magazines and newspapers is still important. The style and placement of a print advertisement may significantly impact the degree of exposure and memory it receives from readers.

2. Broadcasting Advertising

Commercials broadcast on radio and television are examples of broadcast advertising. Ads are aired on the radio between songs or programs to target consumers during everyday commutes or activities. Television advertising provides for targeted programs or time slot targeting, yet consumers are increasingly skipping or ignoring advertisements.

Product placement interwoven tastefully into TV program plotlines is another option. Radio and television reach large audiences but have fewer targeting choices than Internet advertising. Tracking returns is likewise tricky; therefore, broadcasting is best utilized with more quantitative methods.

3. Online Advertising

Online advertising includes display , search , social media , and video ads. Digital advertising has the advantage of being highly targeted based on people’s online profiles, demographics, hobbies, and prior online behaviors gleaned from search history and social media activity.

Marketers may direct their advertising to potential customers interested in a product or service. Clicks, conversions, and other statistics are also easily trackable in online advertising, allowing marketers to optimize expenditures and find the most efficient approaches. As a result, online advertising has expanded quickly in the last several decades.

4. Mobile Advertising

Mobile advertising is commercial content that appears on cell phones and tablets. Marketers are increasingly adopting in-app, banner, and other formats intended for small displays as mobile device adoption expands fast. Mobile allows for geo-targeting adverts based on a user’s specific location, enabling location-based targeting.

Proximity marketing may contact customers on their mobile devices while they are close to a business. Because individuals spend so much time on their phones, engagement with mobile advertisements is strong. Ads linked to mobile applications may also track app installations and other information for analyzing ad performance.

5. Product Placement

Product placement is the deliberate incorporation of brand names, products, or services into television shows, films, novels, and other forms of media output. Instead of typical commercials, product placement tries to quietly introduce target people to a brand while they are absorbed in entertainment.

This form of integrated advertising is becoming increasingly popular for businesses to get their products seen without interfering with programming flow. While subtle, product placement may raise awareness if done smoothly as part of the media plot. It is challenging to quantify efficacy, but it offers exposure to large audiences.

6. Direct Mail

Direct mail advertising entails providing tailored communications to consumers by postal mail, such as catalogs, postcards, letters, and parcels. Marketers use consumer data to deliver direct mail to lists of people most likely interested. While mail volume has decreased, direct mail continues to reach consumers at home, where they are more attentive than advertising.

It enables the integration of multimedia components such as images in print form. Tracking response rates via coupons or reply cards aids in determining the performance of direct mail compared to other channels. The disadvantages include more significant expenditures and the possibility that communications may not be opened.

7. Out-of-home Advertising

Out-of-home advertising displays big format advertisements in public areas where people walk daily. This includes billboards, bus shelters, telephone kiosks, and other buildings in public places such as streets and shopping malls. It exposes captive consumers who may see an ad during commuting or errand times as an ambient advertising approach.

Marketers may geo-target OOH advertisements to specific communities or commuting routes. While reaching many people, monitoring efficacy is difficult since consumers may not recall brand exposures via public signs. Location-based targeting and analytics are now possible with new digital formats.

Challenges of Advertising

While advertising has numerous advantages for organizations, it also has some fundamental issues that marketers must overcome. Here are a few challenges that you should keep an eye out for:

1. Avoiding Ad Fatigue

Breaking through the advertising clutter to engage target consumers is one of the main challenges marketers face. Consumers are inundated daily with hundreds of marketing messages across multiple media, prompting many to experience “ad fatigue.” It has grown more challenging to make advertisements stand out and capture someone’s attention in the middle of the racket.

2. Determining ROI of Advertising

Another problem is determining the natural effect and ROI of advertising investment. While digital channels enable sophisticated data, attributing physical purchases to individual advertising remains an imprecise science. It is difficult to distinguish the impact of advertising from other brand-building variables. Marketers frequently struggle to determine which strategies are the most cost-effective.

3. Keeping Content Fresh

Keeping advertising campaigns fresh and exciting throughout time is a continual challenge. Constant pressure exists to outperform prior attempts to avoid listeners tuning out repeating messaging. Changing tactics too often, on the other hand, risks confusing customers and causing a lack of consistency. Marketers face difficulty in finding the correct mix of development and consistency.

5. Regulations and Law

Ad content and claims must adhere to various industry and regulatory rules. Oversights may result in penalties or legal action. Furthermore, consumer privacy concerns have resulted in stricter data limits, eroding particular targeting possibilities. Compliance with legislation such as GDPR increases administrative costs.

6. Budget Restriction

Budget restrictions are an ongoing concern. Significant corporations must carefully distribute limited marketing funds across several channels and goals. Measuring ROI is critical for demonstrating the benefit of advertising to executives to get continuous financing. However, certain significant public awareness efforts may not provide quick returns on investment.

7. Staying Updated with the Latest Technology

Keeping up with rapid technological advancements is another difficulty for marketers. Influencer marketing, for example, necessitates the development of new talents and evaluation methodologies. Resources must constantly modify messages and methods to remain relevant in altering online and offline customer habits. If you do not develop, you risk becoming outdated.

Overcoming these challenges necessitates continuous testing, creativity, and adaptation to the changing advertising scene. However, marketers who can negotiate these hurdles most successfully will be best positioned to create long-term benefits for their businesses.

Steps Involved in Advertising

1. Planning

The planning step is essential to the success of a campaign. Marketers must first define SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives. These goals serve as the foundation for all future actions and give explicit measures for evaluation.

Thorough primary and secondary research is undertaken to obtain consumer insights into the target audience’s demographics, psychographics, habits, pain areas, and motives. Competitive intelligence examines what rivals are doing well as well as market opportunities.

Based on research findings, creative briefs highlight the core messaging and value propositions to express. These briefs serve as guidelines for the creative team. Media planners study the target audience’s usual media consumption patterns simultaneously to discover the best channels for reaching them. Print, digital, television, radio, and other mediums are evaluated along with financial allocations.

2. Creation

Ideas emerge after much investigation and forethought. Creative companies collaborate closely with clients to develop concepts, slogans, visual designs, and overall messages that are specific to the target market. Early models go through consumer idea testing to determine message delivery and likeability. Valuable input aids in the refinement of the creative direction.

3. Implementation

The optimized campaign is now ready for deployment. Media space and time are secured through long-term contracts. Production of finalized creative assets such as commercials, banners, print advertisements, and material begins. Campaigns are methodically planned for distribution across all specified channels per placement guidelines.

4. Tracking and optimizing performance

Analytics dashboards give real-time insights into website and shop traffic, app usage, conversions, and more throughout the campaign. How objectives are met is regularly checked for underperforming parts. Testing different messaging, channels, placements, or remarketing might assist in increasing engagement. To increase results, insights drive optimization decisions.

5. Continuous Evaluation and Improvement

Following completion, marketers do extensive reviews. Data is evaluated to assess whether or not objectives were met and to compute ROI. Reports describe the lessons learnt from performance indicators and stakeholder input. Valuable learnings are subsequently fed into the next iterative planning cycle, where knowledge is applied to enhance future campaigns through continual testing and refining.

Good Examples of Advertising

1. apple ipod silhouettes ad campaign.

Apple launched a revolutionary advertising campaign for the iPod in 2003, which helped propel the company to new heights.

The stark white Apple logo, iPod trademark, and gadget stood out in contrast to the luscious colors. This basic yet visually stunning design began to appear on billboards and newspaper advertisements throughout major cities.

While the items were not presented directly, the advertisements skillfully emphasized the iPod’s function in enabling customers’ own expression through music. They recorded people’s excitement and freedom while listening on the go.

On television, the ad was brought to life by silhouettes dancing to famous tunes of the period. Despite being a break from more traditional product-focused advertisements, the ads had a tremendous impact on audiences.

Steve Jobs initially doubted that not openly promoting the iPod would be helpful. The campaign, on the other hand, was a huge success, earning multiple creative honors.

It fueled significant development for the iPod and Apple by capitalizing on the emotions associated with music. Advertising became synonymous with the business and its ability to incorporate music into people’s lives effortlessly.

This creative approach illustrated how advertising does not necessarily need to focus on features but can be equally effective when expressing a product’s impact and advantages through a vibrant and visually attractive narrative. It reinforced Apple’s creative image and ushered in a new era of basic yet effective commercial design.

2. Spotify Embarrassing Listening Habits

Spotify introduced an unusual out-of-home advertising campaign in 2016 that highlighted its members’ different listening patterns. The commercials, designed by Spotify’s in-house creative team, took over high-traffic billboards in key cities.

Each billboard exhibited amusing yet relevant listening behaviors in a meme-like manner. The advertisements caught several classic music-listening scenarios, from bingeing sad tunes amid a breakup to crafting the ultimate exercise playlist.

Despite Spotify being a renowned digital music company, this campaign was unique because it used classic offline advertising channels such as billboards. This exemplified the company’s insight that multiple channels frequently connect individually with different audience segments.

Spotify was able to cut through the digital clutter and engage with listeners in a fun, engaging manner by bringing its brand message straight to where consumers spend their daily commutes and routines. The realistic advertisements emphasized Spotify’s importance in its vast user base’s daily lives and emotions.

This innovative, multi-pronged strategy demonstrated how even the most prominent internet firms may profit from print and outdoor advertising placements to reach a broader audience. It demonstrated that the dominance of digital media does not prevent experimenting with complementing conventional media to increase awareness and engagement. The amusing memes contributed to Spotify’s status as more than simply music software; it was also a cultural phenomenon.

3. Nike’s Famous “Just Do It” Ad Campaign

Nike initially targeted marathon runners and other endurance athletes with their merchandise. However, a new fitness fad was sweeping the country in the 1980s. People were becoming more active and exercising regularly.

Nike’s marketing staff recognized this as an opportunity. Reebok, their major competition, was now outselling them. So they set out to build a campaign that would capture the spirit of this new fitness movement and pique the interest of more casual exercisers in the Nike brand.

They debuted the now-iconic “Just Do It” tagline in 1988. It was an instant hit. The two simple sentences wonderfully summarized people’s desire and passion when working out. “Just Do It” appealed to our inner voice, encouraging us to push ourselves, whether running 5 miles or going up the stairs.

The outcomes spoke for themselves. Nike’s yearly revenues were $800 million in 1988. They had risen to almost $9.2 billion in just ten years. “Just Do It” became one of advertising’s most famous taglines.

The most important takeaway from Nike’s experience is the value of really understanding your target audience. Nike crafted a message that resonated deeply by understanding the primary motivations and challenges exercise solved for most people.

Why Should You Hire an Agency For Advertising?

Hiring an agency to manage their advertising is a wise decision for many firms. Advertising is a complicated industry that needs analytics, creative design, media purchasing, and campaign optimization knowledge. It’s tough for one individual to be an expert at everything unless you have a substantial in-house marketing team with specialists in all these positions.

An intelligent digital firm would have implemented effective advertising strategies across several channels for diverse customers. They are aware of what works well in each business and demography. Their unique understanding may assist you in maximizing the return on your advertising investment.

Agencies also remain up to date on the newest digital trends and changes. They understand how customer behavior shifts across platforms like search, social media, and programmatic display advertisements. They may propose tweaks that keep your campaigns functioning at their best by continually reviewing performance data.

Hiring an agency such as BrandLoom allows you to take advantage of economies of scale. They have established ties with platforms and can negotiate better pricing on media purchases than a single company. Another cost-effective advantage over employing numerous in-house jobs is their vast experience.

For a company focused on its core activities, an agency may handle everything from strategy to execution to reporting. This frees up your time and resources to focus on other growth areas. An agency is also an excellent alternative when your company grows, and your demands become more complicated.

In conclusion, collaborating with a digital marketing firm is a wise outsourcing move that may dramatically improve the outcomes of your advertising campaigns. Pick an agency with a track record of success in your business vertical and align your goals throughout onboarding.

To summarize, advertising is critical in today’s business environment since it helps to market companies, goods, and services. Effective advertising delivers the correct message to the target audience through the strategic use of numerous media channels, whether the aim is to promote awareness, consideration, or purchase.

It enables businesses to enlighten potential clients about what they provide and why their solutions are preferable to rivals’. While technical developments have caused advertising to vary dramatically, its essential functions have remained consistent: to grab attention, hold interest, build desire, and eventually compel action.

Businesses that invest in excellent, targeted advertising, whether through old mass media or newer digital channels, stand to gain a competitive advantage by expanding their client base and increasing revenues. Advertising may be a highly successful marketing strategy for any organization with proper preparation and assessment of outcomes. If you require a strong advertising campaign to boost your sales and reach, you can contact us at BrandLoom, as we are one of the leading advertising agencies in India.

Frequently Asked Questions

1. what are the different types of advertising.

Print advertisements, such as those that appear in newspapers and magazines, are among the various forms of advertising. On channels and websites, there are also video and television advertisements. Another popular format that incorporates advertising on discussion and music channels is radio. Online advertising includes sponsored search advertisements on search engines such as Google and display ads on websites and applications. Social networking sites provide advertising opportunities as well. Outside-the-home advertising is typical, with billboards and posters erected in busy locations. New media forms include product placement in TV series, films, and videos; influencer marketing through social media influencers; and podcast sponsorship.

2. What are the main goals of advertising?

Broadly speaking, the primary objectives of advertising are to increase awareness, alter public opinion, and generate leads or sales. Developing top-of-mind recognition for the brand, good, or service is known as building awareness. Changing perception involves enhancing or molding one’s reputation and public image. While creating immediate transactions drives sales, gathering contact information for potential future sales possibilities is the goal of building leads. Loyalty programs and advocacy aim to convert content consumers into devoted brand ambassadors over time. Together, these objectives boost revenue and wrest market share from rivals.

3. How do I measure the effectiveness of an advertising campaign?

Businesses frequently monitor essential indicators associated with their marketing goals to assess effectiveness. Surveys can measure both assisted and unassisted recall if brand awareness is the desired outcome. Campaigns for sales need to track income, conversion rates, and units sold. To calculate return on investment, monitoring expenses and contrasting them with outcomes (ROI) is critical. Platform analytics solutions offer information on clicks, impressions, engagement, and transactions, allowing analysts to assess which placements and ads elicited the most reactions from viewers. It provides insights to test various creatives, formats, and targets.

4. What makes a good advertising message?

A solid call to action is essential to every successful advertising campaign. This instructs the viewer on the precise action to perform, including clicking to find out more, contacting a number, or going to a website. It should also emphasize the salient features or USP that set the good or service apart from rival offerings. Using language and visually attractive imagery that appeals to the target audience also makes a difference. Using relevant targeting, the advertisement is guaranteed to be seen by people most likely to act on it. The likelihood of a favorable reaction rises as a result.

5. How much should a business spend on advertising?

There is no standard budget % since it varies widely depending on the sector, degree of competition, campaign objectives, and resources available. Nonetheless, many professionals advise devoting 2–10% of yearly income to marketing and advertising initiatives. Younger startup businesses could have to make more significant investments until their brand becomes well-known. Even with lower spending, well-known companies must experiment with new tactics and distribution methods. By routinely evaluating the outcomes, one may allocate funding as efficiently as possible among the most affordable strategies to achieve the targeted goals, such as leads, sales, or business-specific brand KPIs. To optimize results, testing is crucial.

What is Surrogate Advertising?

Surrogate advertising, also called oblique advertising or camouflage advertising and marketing, is a type of advertising tactic that promotes prohibited or limited gadgets, including alcohol, cigarettes, or different regulated drugs, by advertising and marketing associated or unrelated items or offerings. In many nations, advertising for specific items, including tobacco or alcoholic beverages, is outlawed or subject to stringent controls. Surrogate marketing permits businesses to get around these limits via advertising and marketing a separate product or service that isn’t always issued to the same marketing rules. Surrogate advertising and marketing aim to increase logo know-how and not forget about the prohibited product, even supposing the campaign does not explicitly sell it. Companies make use of quite a few techniques to try this, which include: Brand Extension: Companies increase a brand extension for a separate, unrelated service or product with a comparable call, logo, or photographs to the restrained product. This enables the maintenance of brand familiarity and linkages with the unique product. Product Diversion: Businesses marketplace a similar or complementary product or service that isn’t always explicitly prohibited but has connotations with the forbidden product. For example, a tobacco firm may additionally marketplace smoking accessories, lifestyle apparel, or logo-related activities. Pics and Symbolism: Advertisements may additionally consist of subtle images, symbols, or shades that can be firmly diagnosed with the precise product or its target demographic. This helps to construct oblique logo connections without overtly naming the product. Lifestyle selling: Instead of promoting the product, corporations market a lifestyle or attitude or revel in this, which is carefully related to the restrained product. This strategy establishes an emotional reference to the target audience and develops brand loyalty.

What is the Difference between Advertising and Personal Selling?

Like the two sides of the marketing coin, personal selling and advertising are trying to entice you to buy, but in very different ways. Advertising’s purpose is to cast a wide net. It reaches a broader audience through attractive images and messages on television, radio, billboards, and social media. A vendor will roar from a rooftop at anyone who comes along. Advertising is highly effective in generating leads, stimulating interest, and establishing brand recognition. The approach to personal sales is more intimate. The agent communicates directly with the potential customer one-on-one. They can tailor their presentations to the client’s specific requirements and answer questions in real time. Compared to the talk, the salesperson guides the customer towards a purchase while establishing a relationship. Where consumers need the extra push, hard products or expensive products are the key products they can sell to themselves.

What do you mean by advertising?

Advertising is a form of marketing communication that promotes or sells products, services, or ideas to a target audience. It involves the paid, impersonal, and public dissemination of information and promotional messages across multiple media channels. Some of the most essential elements of advertising are: 1. Paid advertising: Advertisers pay to spread their message through media outlets such as television, radio, print, billboards, online, and social media. 2. Impersonal Communication: Advertising is a form of mass communication that reaches many people at once without targeting a specific individual. Advertising clarifies which company, brand, or group is pushing the product, service, or idea. 3. Persuasion: The primary purpose of advertising is to convince or influence the target audience to take a desired action, such as buying a product, using a service, or an opinion, or adopting a particular conduct. 4. Use of Creative Techniques: Advertisements usually incorporate creative techniques such as catchy images, persuasive words, memorable jingles, and emotional appeal to attract the audience’s mind and effectively convey the desired message. 5. Demographic targeting: Effective advertising efforts are designed for specific target audiences based on demographics, mood, location, and consumer behavior

What is an Advertising Agency?

Promotional firms provide businesses and organizations with a variety of marketing and promotion services. Furthermore, they serve as go-betweens for customers and other media companies Some of the key services offered by advertising agencies include the following: maintaining social media accounts, purchasing and scheduling media, creating creative material (such as copywriting, graphic design, and video production), creating branding strategies, and doing market research. An advertising firm’s talented personnel includes artists, data analysts, media planners, account managers, and creative directors. Prior to initiating a multi-channel advertising campaign spanning several media platforms, such as print, web, television, outdoor, and social media, clients are consulted carefully to understand their marketing goals, target demographic, and available budget. Advertising companies often ask their customers to compensate them for their knowledge and services. Ad agencies that are highly esteemed worldwide include Omnicom, Publicis Group, WPP, and Interpublic Group. By raising brand visibility, consumer engagement, and income, their advertising efforts ultimately aim to assist their clients in growing their businesses.

Branding, Integrated & Digital Marketing Wizard and Founder of BrandLoom Consulting (A $1m startup). I help companies generate more revenue through digital marketing. I have successfully led Business and Marketing operations of several Large & Small; American, European, Chinese & Indian Brands and Startups. In totality, I have worked with over 100 Brands during my 21 years of professional career with a proven track record of Building Sustainable & Profitable Businesses.

Writing is my jam, and I love crafting all kinds of online content, like blogs, social media posts, and newsletters. By focusing on quality and strategy, my pieces tackle current digital marketing challenges. I work with awesome teammates while finding inspiration from various animes and netflix content. The end result? High-performing content that strengthens brands and puts them in front of new audiences.

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2020 Theses Doctoral

Essays on Advertising

Choi, Woohyun

According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.

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• Internet advertising
• Television advertising
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Creativity in Advertising: When It Works and When It Doesn’t

• Werner J. Reinartz
• Peter Saffert

Ask a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […]

Reprint: R1306H

Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five dimensions—originality, flexibility, elaboration, synthesis, and artistic value—and applied the approach in a study of 437 TV ad campaigns for 90 fast-moving consumer goods brands in Germany. The study then linked the assessments to sales figures for the products.

The findings confirm that creative campaigns are, in general, more effective than other types of ads. The research also shows that the various creativity dimensions deliver different results. Elaboration, for instance, had a far more powerful effect on sales than did originality, a more commonly used dimension. Indeed, many companies focus on the wrong dimensions in their campaigns. This article reveals which product categories are best suited to creative advertising and which dimensions of creativity have the most influence on sales.

Ask a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”

• WR Werner J. Reinartz , director of the Center for Research in Retailing (IFH) and professor of marketing at the University of Cologne, researches firms’ customer strategies and is a coauthor of Customer Relationship Management: Concept, Strategy, and Tools (Springer Books, 2018).
• Peter Saffert is a research associate at the University of Cologne in Germany.

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Advertising Concept and Campaign Informative Essay

Advertising agencies are varied from small organizations to large and well established firms that employ hundreds of workers. Hence, it is important to note that the structure of such agencies also range from simple to complex systems depending on the size and activities of the business enterprise.

Advertising agencies have six key departments namely production, media buying, finance and accounts, creative, account planning and account service. For large agencies, departments such as traffic, web development and human resource & facilities may be separated to ease operations (Blakeman, 2011).

These departments work together by coordinating their duties through effective communication. In addition, each of the separate departments plays the role of meeting the goals of a firm. For instance, the research department works towards innovating new skills and competences.

In summing up, the structure of agencies largely depends on their sizes. It is the same kind of structure that guides when setting up departments.

To begin with, it is vital to note that any form of advertising is meant to be appealing and attractive to the targeted audience. Hence, the message being passed on should be precise, simple to understand and appealing. It is against this backdrop that creativity in advertising comes in handy.

Creativity in adverting ahs always been an essential part of marketing campaigns. Therefore, it entails generating campaign messages that are mutually exclusive and can drive positive marketing results. Creative advertising has the ability to build brands, change the behavior of consumers and also great in terms of ideas (Blakeman, 2011).

It is without doubt that any other advertising campaigns should be nurtured towards creativity. A campaign strategy that lacks creativity cannot lead to measurable results.

To recap it all, it is vital to reiterate that creativity in advertising cannot be ignored at all if positive results are needed when carrying out marketing of particular brands.

It is obvious that consumers often have the knowledge of certain brands in their minds. In other words, the brands can be made or broken by consumers. Hence, it is worth to assess some of the parameters that consumers use to assess to endorse particular products or services before accepting them as reputable brands in the market.

The figure below shows how brand can be assessed. The parameters include visibility, benchmarking, parent company, market share/sales capture and advertising likeability (Callen, 2010).

A recent campaign by Unilever Company led to the production of the latest margarine brand called ‘Flora’ into the market. This has positively transformed the brand positioning of the margarine product for two reasons:

• Consumers have a wide choice between BlueBand and Flora margarines
• The competitive edge of margarines has been boosted with the launch of the new product.

This section needs to define success or effectiveness in terms of marketing campaigns and in particular advertising of products in a firm.

While it may not be an easy task to measure or define success within a short period of time, it is imperative to mention that the wellbeing of an organization is largely dependent on the set goals and objectives (Callen, 2010).

A firm or business organization that operated without stipulated goals and objectives cannot define or agree on success parameters. Hence, goals and objectives are two vital measurements that can be put in place in order to gauge the performance of an organization. Such measurements can also help in assessing the profitability of firms.

To sum up, the definition of success or effectiveness when assessing the operations of an organization can only be attained by reviewing the earlier set goals and objectives.

Successful marketing campaign can be visualized through measurable results after the campaign has been rolled out. Apart from the element of creativity, successful campaigns should have the following characteristics. Multiple events-successful campaigns should be focused when declaring the intended messages.

Such campaigns should also be multiple. For instance, the use of concerts, festivals, educational seminars and parties can be incorporated in such campaigns (Callen, 2010). Moreover, partner organizations can be used to spread the campaign messages so that the largest audience is reached.

Branded products- various products such as articles and T-shirts can be used to promote successful campaigns. Thereafter, partner orgasisations can then receive the sale of products that have been branded for campaigns.

Consumers will often feel to be taken care of when they are included in the campaigns such as through T-shirts and headgears that they put on.

Charity benefits-a cause marketing campaign can also be enhanced by channeling some funds to charity.

Media planning entails the choice of the type and cost of media to use for driving adverting campaigns. There are several factors to be put into account when planning media. This type of planning is instrumental when launching any form of advertising campaigns.

To begin with, the cost of the campaigns is a vital factor to put into consideration. While the cost of the media to be used may also be proportional to the effectiveness of the campaign, campaign agencies should put that into consideration (Callen, 2010).

Geographical coverage of the advertising media is also part and parcel of media planning. The choice of media should also be based on the number of potential clients that can be reached at any given period.

The type of product to be advertised and the target audience of the campaigns should also be borne in mind during media planning.

Therefore, successful media planning is as important as the advertisement campaign itself.

The choice of media is influenced by the budget of the campaigns as well as the number of target audience to be reached. At this point, it is imperative to observe that each type of product has its own target audience and therefore the choice of media will also vary according to the product being advertised.

Media choice is equally depicted by the earlier set objectives of the media planning. Any marketing campaign has its own objectives that eventually determine the most suitable type of media to use.

Blakeman, R. (2011). Advertising Campaign Design: Just the Essentials . New York : M.E Sharpe Inc.

Callen, B. (2010). Managers Guide to Marketing, Advertising, and Publicity . New York: McGraw-Hill Companies.

D&AD (2010). The Social Media Landscape . Web.

IPA (n.d). Assumptions about the ‘changing media landscape’ could be totally false. Web.

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Essays on Advertisement

Choosing a compelling advertisement essay topic.

Choosing a compelling advertisement essay topic can be a challenging task. To find the perfect topic that stands out and captures the reader's attention, consider the following recommendations:

- Brainstorm : Begin by brainstorming ideas related to advertisements that interest you. Think about recent commercials, marketing strategies, or advertising campaigns that have caught your attention.

- Research : Once you have a few potential topics, conduct thorough research to gather relevant information. Explore different advertising techniques, psychological aspects, or industry trends to help you narrow down your options.

- Relevance : Consider the relevance of the topic in today's society. Select a topic that is current and has the potential to engage readers. This could be related to the impact of social media advertising or the ethical considerations in advertising.

- Unique Perspective : Look for an angle that offers a unique perspective on the topic. Avoid rehashing common themes and strive to present fresh insights into the chosen subject.

- Controversy : Controversial topics tend to attract attention. Choose a topic that sparks debate or raises questions, but be sure to handle it sensitively and provide balanced arguments.

- Audience Appeal : Consider the interests and preferences of your target audience. Select a topic that resonates with them, whether it's about the influence of celebrity endorsements or the role of humor in advertising.

- Personal Connection : If you have personal experiences or anecdotes related to the topic, it can enhance the authenticity and engagement of your essay. Share your insights and connect with readers on a personal level.

Remember, a good advertisement essay topic should be thought-provoking, well-researched, and relevant to the current advertising landscape.

Unlocking the Best Advertisement Essay Topics

1. The Impact of Emotional Appeals in Advertising: Explore how emotions are used to influence consumer behavior and decision-making in advertising campaigns.

2. Gender Stereotypes in Advertisements: Breaking the Mold: Analyze the portrayal of gender roles and stereotypes in advertisements and discuss efforts to challenge and break these stereotypes.

3. The Power of Storytelling in Advertising Campaigns: Examine how storytelling techniques are utilized in advertising to create emotional connections and engage consumers.

4. Subliminal Messaging: Manipulation or Effective Marketing?: Investigate the controversial practice of subliminal messaging in advertising and its potential impact on consumer behavior.

5. The Role of Humor in Advertising: Making Consumers Laugh and Buy: Discuss the effectiveness of humor as a persuasive tool in advertising and its influence on consumer attitudes and purchasing decisions.

6. The Influence of Social Media Advertising on Consumer Behavior: Explore how social media platforms have transformed advertising and examine their impact on consumer behavior and brand perception.

7. Ethical Considerations in Advertising: Balancing Profit and Responsibility: Analyze the ethical challenges faced by advertisers and discuss strategies for maintaining ethical standards in advertising.

8. Celebrity Endorsements: Enhancing Brand Image or Exploitation?: Examine the use of celebrity endorsements in advertising and evaluate their impact on brand image and consumer perception.

9. The Evolution of Advertising: From Traditional to Digital: Trace the evolution of advertising from traditional mediums to digital platforms and discuss the advantages and challenges associated with this shift.

10. Greenwashing: The Deceptive Tactics of Eco-Friendly Advertising: Investigate the phenomenon of greenwashing in advertising, where companies falsely claim to be environmentally friendly, and discuss its implications.

Engaging Advertisement Essay Questions

1. How do emotional appeals in advertising influence consumer purchasing decisions? Provide examples and discuss the psychological mechanisms behind these appeals.

2. In what ways do gender stereotypes perpetuated in advertisements affect society? Analyze the impact of gender portrayals on individuals and broader cultural perceptions.

3. How does storytelling in advertising create a stronger emotional connection with consumers? Explore the elements of storytelling and its impact on consumer engagement.

4. To what extent does subliminal messaging impact consumer behavior? Discuss the concept of subliminal messaging and its effectiveness in influencing consumer choices.

5. What are the psychological mechanisms behind the effectiveness of humor in advertising? Analyze how humor influences consumer attitudes and purchasing decisions.

Advertisement Essay Prompts to Inspire Your Writing

1. Imagine you are an advertising executive tasked with creating an ad campaign to challenge gender stereotypes. Develop a compelling concept and explain how it would influence societal perceptions.

2. Write a persuasive essay arguing for or against the use of fear as a persuasive tactic in advertising. Provide examples and evidence to support your viewpoint.

3. You have been hired to analyze the impact of social media influencers on consumer behavior. Discuss the advantages and disadvantages of this marketing strategy, and provide recommendations for brands.

4. Create a fictitious advertisement for a controversial product or service. Explain the underlying message and discuss the potential ethical concerns associated with promoting such an item.

5. Investigate the use of nostalgia in advertising and its impact on consumer behavior. Analyze a specific nostalgic ad campaign and discuss its effectiveness in creating a connection with consumers.

Answers to Common Questions about Writing an Advertisement Essay

Q: What is the purpose of an advertisement essay?

A: An advertisement essay aims to analyze and evaluate the effectiveness, strategies, and impact of various advertising techniques on consumers and society.

Q: How do I choose a unique advertisement essay topic?

A: Look for current and controversial topics within the advertising industry, focusing on aspects such as ethics, psychology, or cultural influences. Consider personal experiences and perspectives to add a unique touch.

Q: Can I use personal anecdotes in an advertisement essay?

A: Yes, incorporating personal anecdotes can add authenticity and engage readers on a personal level. However, ensure they are relevant and support the main argument.

Q: What should I consider when brainstorming advertisement essay topics?

A: Consider recent advertisements, marketing strategies, or advertising campaigns that have caught your attention. Reflect on the impact, cultural significance, or ethical implications of these topics.

Q: How can I make my advertisement essay stand out?

A: Offer a unique perspective, present fresh insights, and explore controversial or thought-provoking angles. Engage the reader by connecting with their interests and emotions.

Q: Are there any industry-specific advertisement essay topics?

A: Yes, you can explore advertising topics related to specific industries, such as fashion, technology, or food. Analyze the unique strategies and challenges faced by advertisers in these sectors.

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• Essay On Advertisement

Advertisement Essay

500+ words essay on advertisement.

Advertisement is a means to make people aware of any product or service using commercial methods. It is a sort of publicity designed to endorse a person’s specific interest intended for product sale. We live in an era where advertisement plays a vital role in promoting business and products. Whether big or small, all brands and companies advertise their products on various mass media platforms. When we step outside our houses, we get to see advertisements for different brands in the form of a billboard, flyers, posters, etc.

In this essay on advertisements, we will discuss the advantages and different ways of creating ads.

The Various Ways of Advertisement

In this modern world of competition, everybody wants to be ahead. So, in this scenario, the advertisement comes in. We get to see or hear advertisements for several things. It proves beneficial for business people and can be used in various forms. Job vacancy ads posted in the employment column prove highly advantageous for the unemployed. Matrimonial ads also provide a trusted platform for both bride and groom for marriage proposals.

People can advertise their shop or property they want to sell, and anyone who wants to buy it can contact the person after seeing the advertisement. Through advertising, we can also find lost people, plots, goods, homes, etc. Previously, we used to see traditional advertisements in magazines, newspapers, and building walls. But, still, today, the most meaningful way of advertising is through television. Advertising your product or brand on television will help to reach the masses.

There are numerous positive effects of advertisement, and due to this, more businesses utilise this medium for their branding and marketing. Big and small companies spend the maximum of their budget on advertising, creating great ads for a positive impression on people. The best and most influential platform for advertisement is the World Wide Web. People are very active on social media in today’s world, and posting a single ad can reach millions of people easily in just a few seconds. Other forms of advertising are banners, posters, road crossings, flyers, billboards, digital screens, walls and railway stations. Sometimes, you can find them written or painted on trains, vehicles, and buses.

Benefits of Advertising

Advertisement is considered the prime means of generating income for magazines, television, and newspapers. They are beneficial for producers as well as consumers. Producers earn loads of money by spending their resources on advertisements. Models also make a handsome income by acting in ads to promote products and services.

In the technologically advanced business world, advertising has been seen to play a critical role in the establishment of contact between sellers and buyers. It is a medium by which the customer learns about the existence and use of goods available in the marketplace. As there is a lot of competition among businesses in various domains, advertisement has become a profitable investment that helps companies reach nooks and corners of the world and target their potential customers.

Drawbacks of Advertising

As every technology has some good and bad points, the same holds for advertisements. It has its share of disadvantages. An advertisement creates an artificial demand for things that we don’t need. It compels us to purchase expensive items. It has also been seen to generate disagreement within the family when the children make wishes for all those advertised goods that they see on television that are beyond the spending capacity of parents.

Watching your favourite stars promoting alcohol, cigarettes, etc., negatively impacts people who follow them. Another disadvantage of advertisement is that superior quality products that are not advertised lose their worth, and inferior ones enjoy more visibility in the market. This proves a means to cheat the innocent public. Buyers also suffer as the cost of advertisement adds to the entire production cost.

Conclusion of Essay on Advertisement

So, we know that advertisements are essential to launching your brand or product in this competitive market. Creative ads will help you to attract more people. These ads are entertaining as well as educational. Signing a celebrity or known personality will be the icing on the cake to advertise your product.

Students of the CBSE Board can get essays based on different topics from the BYJU’S website. They can visit our CBSE Essay page and learn more about essays.

Frequently Asked Questions on Advertisement Essay

What are the advantages of an advertisement.

Advertisements are good sources of information for ordinary people. They reach the public sooner and help in the faster marketing of a product. Advertisements also help in the sustenance of the product in the competitive world.

What are some of the traditional ways of advertisement?

Magazines, newspapers, paintings and posters are some of the traditional ways of advertising a product.

Is advertising good or bad for society?

Although advertisements are majorly beneficial for society, advertisements of harmful or illegal products can pose a threat to the younger section of society.

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Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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Advertising Functions and Strategies

Advertising: pay to play.

Advertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media such as television, radio, newspapers and, increasingly, the Internet. Ads are often measured in impressions (the number of times a consumer is exposed to an advertisement).

Advertising is a very old form of promotion with roots that go back even to ancient times. In recent decades, the practices of advertising have changed enormously as new technology and media have allowed consumers to bypass traditional advertising venues. From the invention of the remote control, which allows people to ignore advertising on TV without leaving the couch, to recording devices that let people watch TV programs but skip the ads, conventional advertising is on the wane. Across the board, television viewership has fragmented, and ratings have fallen.

Print media are also in decline, with fewer people subscribing to newspapers and other print media and more people favoring digital sources for news and entertainment. Newspaper advertising revenue has declined steadily since 2000. [1]  Advertising revenue in television is also soft, and it is split across a growing number of broadcast and cable networks. Clearly companies need to move beyond traditional advertising channels to reach consumers. Digital media outlets have happily stepped in to fill this gap. Despite this changing landscape, for many companies advertising remains at the forefront of how they deliver the proper message to customers and prospective customers.

The Purpose of Advertising

Advertising has three primary objectives: to inform, to persuade, and to remind.

• Informative Advertising  creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products.
• Persuasive Advertising tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence consumers to take action and switch brands, try a new product, or remain loyal to a current brand.
• Reminder Advertising  reminds people about the need for a product or service, or the features and benefits it will provide when they purchase promptly.

When people think of advertising, often product-focused advertisements are top of mind—i.e., ads that promote an organization’s goods or services. Institutional advertising  goes beyond products to promote organizations, issues, places, events, and political figures.  Public service announcements (PSAs) are a category of institutional advertising focused on social-welfare issues such as drunk driving, drug use, and practicing a healthy lifestyle. Usually PSAs are sponsored by nonprofit organizations and government agencies with a vested interest in the causes they promote.

Advantages and Disadvantages of Advertising

As a method of marketing communication, advertising has both advantages and disadvantages. In terms of advantages, advertising creates a sense of credibility or legitimacy when an organization invests in presenting itself and its products in a public forum. Ads can convey a sense of quality and permanence, the idea that a company isn’t some fly-by-night venture. Advertising allows marketers to repeat a message at intervals selected strategically. Repetition makes it more likely that the target audience will see and recall a message, which improves awareness-building results. Advertising can generate drama and human interest by featuring people and situations that are exciting or engaging. It can introduce emotions, images, and symbols that stimulate desire, and it can show how a product or brand compares favorably to competitors. Finally, advertising is an excellent vehicle for brand building, as it can create rational and emotional connections with a company or offering that translate into goodwill. As advertising becomes more sophisticated with digital media, it is a powerful tool for tracking consumer behaviors, interests, and preferences, allowing advertisers to better tailor content and offers to individual consumers. Through the power of digital media, memorable or entertaining advertising can be shared between friends and go viral—and viewer impressions skyrocket.

The primary disadvantage of advertising is cost. Marketers question whether this communication method is really cost-effective at reaching large groups. Of course, costs vary depending on the medium, with television ads being very expensive to produce and place. In contrast, print and digital ads tend to be much less expensive. Along with cost is the question of how many people an advertisement actually reaches. Ads are easily tuned out in today’s crowded media marketplace. Even ads that initially grab attention can grow stale over time. While digital ads are clickable and interactive, traditional advertising media are not. In the bricks-and-mortar world, it is difficult for marketers to measure the success of advertising and link it directly to changes in consumer perceptions or behavior. Because advertising is a one-way medium, there is usually little direct opportunity for consumer feedback and interaction, particularly from consumers who often feel overwhelmed by competing market messages.

Developing Effective Ads: The Creative Strategy

Effective advertising starts with the same foundational components as any other IMC campaign: identifying the target audience and the objectives for the campaign. When advertising is part of a broader IMC effort, it is important to consider the strategic role advertising will play relative to other marketing communication tools. With clarity around the target audience, campaign strategy, and budget, the next step is to develop the creative strategy  for developing compelling advertising. The creative strategy has two primary components: the message and the appeal .

The message comes from the messaging framework discussed earlier in this module: what message elements should the advertising convey to consumers? What should the key message be? What is the call to action? How should the brand promise be manifested in the ad? How will it position and differentiate the offering? With advertising, it’s important to remember that the ad can communicate the message not only with words but also potentially with images, sound, tone, and style.

Marketers also need to consider existing public perceptions and other advertising and messages the company has placed in the market. Has the prior marketing activity resonated well with target audiences? Should the next round of advertising reinforce what went before, or is it time for a fresh new message, look, or tone?

Along with message, the creative strategy also identifies the appeal , or how the advertising will attract attention and influence a person’s perceptions or behavior. Advertising appeals can take many forms, but they tend to fall into one of two categories: informational appeal and emotional appeal.

The informational appeal offers facts and information to help the target audience make a purchasing decision. It tries to generate attention using rational arguments and evidence to convince consumers to select a product, service, or brand. For example:

• More or better product or service features: Ajax “Stronger Than Dirt”
• Cost savings:  Walmart “Always Low Prices”
• Quality: John Deere “Nothing runs like a Deere”
• Customer service: Holiday Inn “Pleasing people the world over”
• New, improved: Verizon “Can you hear me now? Good.”

The following Black+Decker commercial relies on an informational appeal to promote its product. (Note: There is no speech in this video; only instrumental music.)

https://youtube.com/watch?v=w6tqDoJQokM

Text alternative for “Black and Decker 20V MAX” (opens in new window).

The emotional appeal targets consumers’ emotional wants and needs rather than rational logic and facts. It plays on conscious or subconscious desires, beliefs, fears, and insecurities to persuade consumers and influence their behavior. The emotional appeal is linked to the features and benefits provided by the product, but it creates a connection with consumers at an emotional level rather than a rational level. Most marketers agree that emotional appeals are more powerful and differentiating than informational appeals. However, they must be executed well to seem authentic and credible to the the target audience. A poorly executed emotional appeal can come across as trite or manipulative. Examples of emotional appeals include:

• Self-esteem: L’Oreal “Because I’m worth it”
• Happiness: Coca-Cola “Open happiness”
• Anxiety and fear: World Health Organization “Smoking Kills”
• Achievement: Nike “Just Do It”
• Attitude: Apple “Think Different”
• Freedom: Southwest “You are now free to move about the country”
• Peace of Mind: Allstate “Are you in good hands?”
• Popularity: NBC “Must-see TV”
• Germophobia: Chlorox “For life’s bleachable moments, there’s Chlorox”

The following Heinz Ketchup commercial offers a humorous example of an ad based entirely on an emotional appeal:

Developing the Media Plan

The media plan is a document that outlines the strategy and approach for an advertising campaign, or for the advertising component in an IMC campaign. The media plan is developed simultaneously with the creative strategy. A standard media plan consists of four stages: (a) stating media objectives; (b) evaluating media; (c) selecting and implementing media choices; and (d) determining the media budget.

Media objectives are normally stated in terms of three dimensions:

• Reach: number of different persons or households exposed to a particular media vehicle or media schedule at least once during a specified time period.
• Frequency: the number of times within a given time period that a consumer is exposed to a message.
• Continuity: the timing of media assertions (e.g. 10 per cent in September, 20 per cent in October, 20 per cent in November, 40 per cent in December and 10 per cent the rest of the year).

The process of evaluating media involves considering each type of advertising available to a marketer, and the inherent strengths and weaknesses associated with each medium. The table below outlines key strengths and weaknesses of major types of advertising media. Television advertising is a powerful and highly visible medium, but it is expensive to produce and buy air time. Radio is quite flexible and inexpensive, but listenership is lower and it typically delivers fewer impressions and a less-targeted audience. Most newspapers and magazines have passed their advertising heydays and today struggle against declining subscriptions and readership.  Yet they can be an excellent and cost-effective investment for reaching some audiences. Display ads offer a lot of flexibility and creative options, from wrapping buses in advertising to creating massive and elaborate 3-D billboards. Yet their reach is limited to their immediate geography. Online advertising such as banner ads, search engine ads, paid listings, pay-per-click links and similar techniques offers a wide selection of opportunities for marketers to attract and engage with target audiences online. Yet the internet is a very crowded place, and it is difficult for any individual company to stand out in the crowd.

The evaluation process requires research to assess options for reaching their target audience with each medium, and how well a particular message fits the audience in that medium. Many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal to determine the best media for a given campaign.

To illustrate, if a company is targeting young-to-middle-aged professional women to sell beauty products, the person or team responsible for the media plan should evaluate what options each type of media offers for reaching this audience. How reliably can television, radio, newspapers or magazines deliver this audience? Media organizations maintain carefully-researched information about the size, demographics and other characteristics of their viewership or readership.

Cable and broadcast TV networks know which shows are hits with this target demographic and therefore which advertising spots to sell to a company targeting professional women. Likewise newspapers know which sections attract the eyeballs of female audiences, and magazines publishers understand very well the market niches their publications fit. Online advertising becomes a particularly powerful tool for targeted advertising because of the information it captures and tracks about site visitors: who views and clicks on ads, where they visit and what they search for.

Not only does digital advertising provide the opportunity to advertise on sites that cater to a target audience of professional women, but it can identify which of these women are searching for beauty products, and it can help a company target these individuals more intensely and provide opportunities for follow-up interaction.The following video further explains how digital advertising targets and tracks individuals based on their expressed interests and behaviors.

You can view the transcript for “Behavioral Targeting” here (opens in new window) .

Selection and Implementation

The media planner must make decisions about the media mix and timing, both of which are restricted by the available budget. The media-mix decision involves choosing the best combination of advertising media to achieve the goals of the campaign. This is a difficult task, and it usually requires evaluating each medium quantitatively and qualitatively to select a mix that optimizes reach and budget. Unfortunately, there are few valid rules of thumb to guide this process, in part because it is difficult to compare audiences across different types of advertising media. For example, Nielsen ratings measure audiences based on TV viewer reports of the programs watched, while outdoor (billboard) audience-exposure estimates are based on counts of the number of automobiles that pass particular outdoor poster locations. The “timing of media” refers to the actual placement of advertisements during the time periods that are most appropriate, given the selected media objectives. It includes not only the scheduling of advertisements, but also the size and position of the advertisement.

There are three common patterns for advertising scheduling:

• Continuous  advertising runs ads steadily at a given level indefinitely. This schedule works well products and services that are consumed on a steady basis throughout the year, and the purpose of advertising is to nudge consumers, remind them and keep a brand or product top-of-mind.
• Flighting  involves heavy spurts of advertising, followed by periods with no advertising. This type of schedule makes sense for products or services that are seasonal in nature, like tax services, as well as one-time or occasional events.
• Pulsing mixes continuous scheduling with flighting, to create a constant drum-beat of ads, with periods of greater intensity. This approach matches products and services for which there is year-round appeal, but there may be some seasonality or periods of greater demand or intensity. Hotels and airlines, for example, might increase their advertising presence during the holiday season.

When considering advertising as a marketing communication method, companies need to balance the cost of advertising–both of producing the advertising pieces and buying placement—against the total budget for the IMC program. The selection and scheduling of media have a huge impact on budget: advertising that targets a mass audience is generally more expensive than advertising that targets a local or niche audience. It is important for marketers to consider the contribution advertising will make to the whole. Although advertising is generally one of the more expensive parts of the promotion mix, it may be a worthwhile investment if it contributes substantially to the reach and effectiveness of the whole program. Alternatively, some marketers spend very little on advertising because they find other methods are more productive and cost-effective for reaching their target segments.

Anatomy of an Advertisement

Advertisements use several common elements to deliver the message. The visual is the picture, image, or situation portrayed in the advertisement. The visual also considers the emotions, style, or look-and-feel to be conveyed: should the ad appear tender, businesslike, fresh, or supercool? All of these considerations can be conveyed by the visual, without using any words.

The headline is generally what the viewer reads first—i.e., the words in the largest typeface. The headline serves as a hook for the appeal: it should grab attention, pique interest, and cause the viewer to keep reading or paying attention. In a radio or television ad, the headline equivalent might be the voice-over of a narrator delivering the primary message, or it might be a visual headline, similar to a print ad.

In print ads, a subhead is a smaller headline that continues the idea introduced in the headline or provides more information. It usually appears below the headline and in a smaller typeface.

The body copy  provides supporting information. Generally it appears in a standard, readable font.  The call to action may be part of the body copy, or it may appear elsewhere in a larger typeface or color treatment to draw attention to itself.

A variety of brand elements  may also appear in an advertisement. These include the name of the advertiser or brand being advertised, the logo, a tagline, hashtag, Web site link, or other standard “branded” elements that convey brand identity. These elements are an important way of establishing continuity with other marketing communications used in the IMC campaign or developed by the company. For example, print ads for an IMC campaign might contain a campaign-specific tagline that also appears in television ads, Website content, and social media posts associated with the campaign.

Ad Testing and Measurement

When organizations are poised to make a large investment in any type of advertising, it is wise to conduct marketing research to test the advertisements with target audiences before spending lots of money on ads and messages that may not hit the mark. Ad testing may preview messages and preliminary ad concepts with members of a target segment to see which ones resonate best and get insight about how to fine-tune messages or other aspects of the ad to make them more effective. Organizations may conduct additional testing with near-final advertising pieces to do more fine-tuning of the messages and visuals before going public.

To gauge the impact of advertising, organizations may conduct pre-tests and post-tests of their target audience to measure whether advertising has its intended effect. A pre-test assesses consumer attitudes, perceptions, and behavior before the advertising campaign. A post-test measures the same things afterward to determine how the ads have influenced the target audience, if at all.

Companies may also measure sales before, during, and after advertising campaigns run in the geographies or targets where the advertising appeared. This provides information about the return on investment for the campaign, which is how much the advertising increased sales relative to how much money it cost to execute. Ideally advertising generates more revenue and, ultimately profits, than it costs to mount the advertising campaign.

• Weissman, J. (2014, April 28). The decline of newspapers hits a stunning milestone. Slate. http://www.slate.com/blogs/moneybox/2014/04/28/decline_of_newspapers_hits_a_milestone_print_revenue_is_lowest_since_1950.html ↵

Advertising Functions and Strategies Copyright © by Enyonam Osei-Hwere and Patrick Osei-Hwere is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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Essay on Advertising: Top 9 Essays | Product Promotion | Marketing

Here is a compilation of essays on ‘Advertising’ for class 8, 9, 10, 11 and 12. Find paragraphs, long and short essays on ‘Advertising’ especially written for school and college students.

Essay on Advertising

Essay Contents:

• Essay on the Regulation of Advertising

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Essay # 1. Definition of Advertising:

The term has been defined differently by differ­ent authorities but more or less convey the same idea.

According to W.J. Stanton, “Advertising consists of all the activities involved in presenting to group, a non-personal, oral or visual, openly-sponsored message regarding a product or service or idea. The message called an advertisement is disseminated through one or more media and is paid for by an identified sponsor.”

According to American Marketing Association, “Any paid form of non-personal communication of ideas, goods, or services by business firms is identified in the advertising message intended to lead to a sale immediately or eventually”. Advertising is a specific attempt to popularise a specific product or service at a certain cost.

According to Prof. Albert Fray, advertising involves “the pre­paration of visual and oral messages and their dissemination through paid media for the purpose of making people aware of and favourably inclined towards a product, brand, service, institution, idea or point of view.”

Thus, it can be stated that advertising is the principal method of demand creation. Advertising is also called impersonal salesmanship by means of which sales message is conveyed to millions of buyers through printed words or symbols for influencing the consumer’s choice of goods in the market.

Of the four steps in demand creation:

(i) Drawing attention,

(ii) Stimula­ting interest,

(iii) Arousing desire, and

(iv) Securing action, advertising is effective in the first three steps, while salesmanship goes in for secu­ring action.

Essay # 2. Objectives of Advertising:

Advertising is aimed at selling something, whether a product, or service, or an idea. The primary object of advertising is to make the consumers aware as regards the availability and usefulness of a particular product or service. It seeks to establish communication between the producer/seller and the consumer.

The objects of advertising, as listed by Mathews, Buzzel, Levitt and Frank, are as follows:

(a) To make an immediate sale;

(b) To build primary demand;

(c) To introduce a price deal;

(d) To inform about a product’s availability;

(e) To build brand recognition or image and brand insistence or loyalty;

(f) To help salesmen by building an awareness of a product among the retailers/consumers;

(g) To create a reputation for service, reliability or research strength;

(h) To increase one’s market share;

(i) To modify existing product appeals and buying motives;

(j) To inform about new product’s availability, features, or price;

(k) To increase the frequency of use of a product;

(l) To increase the number or quality of retail outlets;

(m) To build an over-all company image;

(n) To effect immediate buying action;

(o) To reach new areas or new segments of peculation within existing areas; and

(p) To develop overseas markets.

Essay # 3. Salient Features of Advertising:

The concept, content, and scope of advertising reflect the following salient features:

1. It is a paid form of non-personal communication of ideas car goods or services by the business firms.

2. It is a specific attempt to popularise a specific product or service.

3. It is a record containing visual or oral messages through which an advertiser wants to convey.

4. It is a kind of ‘salesmanship in print’ as it persuades a buyer to possess by drawing his attention, stimulating his interest, and arousing his desire.

5. It is one of the channels of information for the consumers and customers.

Essay # 4. Classifications of Advertising:

Advertising may be broadly classified from the points of view: business aims, coverage, users, and nature of appeal.

This is condensed in a chart below:

(i) Primary Demand Advertising:

Where advertising is aimed at introducing a product or service which has been newly developed or invented, it is known as primary demand advertising. Such advertisements are directed to­wards a class of customers for products like cars, washing machines, refri­gerators, T.V., or watches. This is also described as selective demand advertising.

(ii) Product or Institutional Advertising:

Where advertising seeks to cash in on the popular brand of a product, such as Dalda, Amul Milk or Butter, Red Label Brooke Bond Tea, it is called product advertising. On the other hand, where it is aimed at capitalising on the name of the manufacturer, who is reputed to produce quality goods, such as Tata, D.C.M., Bombay Dyeing, Bajaj, it is known as institutional advertising.

Product advertising is also called selective or brand advertising.

Institutional advertising is sponsored by the producer or manufacturer. Its purpose is to create goodwill towards the institution. This may be sub-classified into three heads like patronage advertising, public relations advertising, and public service advertising.

(iii) Co-Operative Advertising:

Where advertising is sponsored jointly by the manufacturers, wholesalers or dealers and its cost is borne by them, it is cooperative advertising. This type of advertisement is found in the case of products like electric fans, T.V. sets, etc.

(iv) Commercial Advertising:

Where advertising aims at increasing the sales of any product or service, it becomes business or commercial adverti­sing. It may be selective depending upon the product types such as farm products, professional doctors, engineers, architects, and accountants also fall under this classification.

(v) Non-Commercial Advertising:

This is undertaken by charitable institutions for raising public donations or funds to meet certain special purposes. 

(vi) Local/National/International Advertising:

The advertising circula­ted to a defined area is local advertising. National advertising, meant for the entire national, is limited within the boundaries of a country. International advertising covers either the whole globe or continent or a specific foreign country.

(vii) Consumers/Industrial/Trade Advertising:

The advertisements relating to domestic or household items fall under consumers advertising. The adver­tisements relating to the products which are usually consumed by the indus­tries are industrial advertising and the trade advertising relates to a particular trade of wholesaling or retailing.

(viii) Rational and Emotional Advertising:

These categories are not exa­ctly the types of advertisements. These fall within the categories of pro­duct or brand advertising and are aimed at selective demand advertising.

Rational advertising, while explaining the medicinal quality or other cha­racteristics of a product, is done for cosmetic and perfumes. Emotional advertising attempts to focus the image of a product by attaching an emoti­onal feeling of at consumer. For example, the advertisement of a Lux-Soap, being, used by a glamourous movie star, raises emotions in the minds of younger girls or housewives.

Essay # 5. Steps in Advertising Process:

The advertising process consists of the following steps and each of them virtually is a decision-making process:

1. Defining Advertising Goals

2. Preparing the Advertising Budget

3. Designing the Message

4. Selecting the Media

5. Timing of Advertising

6. Getting the Decisions Implemented  and

7. Evaluating the Effectiveness of Advertising.

(1) Defining Advertising Goals:

There are many objectives, some are immediate, e.g. to increase the sales or to retain the market, while some ultimate, e.g. creating a new demand, fighting out a competitor, etc.

There are other types of goals also—calling the attention of the buyers or dealers to a new price structure or a new showroom or to build morale of the sales force (because if there is extensive advertisement the sales force is strengthened to mate approaches to the buyers).

(2) Preparing the Advertising Budget:

The concern must pre­pare a specific budget for advertising expenses. This is a vital step in the process.

The amount of budget depends on various factors:

(a) The scale of production.

(b) The plant capacity.

(c) The availability of the working capital.

(d) Whether it is a budget for a routine advertisement or a campaign advertisement and what type of campaign.

The common methods of preparing advertising budget are:

(a) How much money the con­cern can afford to pay.

(b) How much percentage of the total sales revenue shall be spent on advertisement,

(c) To spend as much money as competitors are spending,

(d) To spend as much money as will be required to fulfill the ultimate objective. Different mathematical models are prepared for the purposes.

(3) Designing the Message:

There is invariably a message in every advertisement copy which attracts the readers. As time passes new types of copies have to be created for new excitements and to fit in changing circumstances. The copy must have a scientific ‘lay out’ with a caption or heading and then the text.

Generally, pictures are used because pictures are more attractive and explanatory than words. Pictures may be of the product (with their outer and inner views), of the factory, of a user, of a popular figure like a film artist or a player, etc. recommending the product, etc. Different colours are used, whenever possible.

An advertisement copy must satisfy three characteristics: “desirability, exclusiveness and believability”. Advertising agencies engage expert copy writers who have imagination and knowledge and commercial artists for the purpose. Every copy shall create a ‘value’ in the minds of the readers which will have lasting effect.

The different ‘values’ are: curio­sity, instinct, emotion, memorising, suggestion, etc. David Ogilvy, a founder of one of the biggest advertising agencies of the world, said “To attract women, show babies or men; to attract men, show women”. The copy must be written from readers’ viewpoint with precision, brevity and without any exaggeration. Each copy must have originality and not, imitating others’ copies.

(4) Selecting the Media:

Perhaps it is more important to select the media or channels through which the message will be comm­unicated. Media selection is a specialist’s job and most of the advertisers depend on advertising agencies who appoint specialised media managers, each manager is expert in a particular kind of medium.

The different media are: newspapers, journals, posters, handbills, cinema slides, hoarding, radio, television, etc. Besides, there are calendars, diaries, various kinds of small gifts in the forms of stationery goods like paperweight, penholders, desk calendars, etc. All these collectively are known as publicity media, not exactly advertising media.

A number of media can be used simultaneously.

Everything depends on three fac­tors:

(a) What is the nature of the product or services,

(b) What is the nature of the potential, buyers,

(c) The budget of expenditure which can be afforded.

Direct mailing of catalogues and price lists (as mostly done for mail order business) is an effective device. For a very big concern with a wide range of products and varying market, computer is used for decision-making in media selection and mathematical models are prepared.

(5) Timing of Advertising:

Advertising must be done at the proper time when there is a buying spree among the customers in case of fashionable goods or gadgets or at the beginning of the season in case of seasonal products. Advertisements of clothes, transistors, hotels, etc., are mostly found just before the Pujas or Diwali as people have the ‘bonus’ money to spend and people are compelled to make purchases on social obligations.

(6) Getting the Decisions Implemented:

All the decisions as discussed above must have to be implemented. Some firms have a separate publicity department and appoint publicity offi­cers to look after the execution of the decisions. In majority cases publicity officers are not asked to execute the decisions but to participate, as experts, in the decision-making process but the implementation is done through Advertising Agents.

In many cases, the producer prepares the budget and determines the goals but leaves the remaining process of advertising in the hands of the advertising agents, who take commission on the total expenditure as well as service charges and direct costs (e.g., block-making, printing, paper, or other materials used, etc.).

(7) Evaluating the Effectiveness of Advertising:

This is the Controlling function of the advertising process. Such eva­luation is necessary because on the basis of experience the next phase of advertising will begin. If necessary, modifications have to be made.

There are various methods of such evaluation:

(a) Opinion research:

Poten­tial buyers are individually asked of their opinions about or reactions to the advertisements released,

(b) Recognition and recall tests:

Potential buyers are tested as to whether they remember the advertisements and were impressive to them,

(c) Keying:

Different addresses of the concern are given in the copies of advertisement or coupons are attached to the copies which have to be filled in, detached and sent to the advertiser for further enqui­ries or orders.

It is watched, orders or enquiries are coming in what number to what addresses or coupons are being sent detached from which newspapers and journals. The advertiser gets an idea which media are more effective. Advertisements will be repeated or intensified through the more effective media.

Essay # 6. Importance of Advertising:

It is advertising that enab­les the businessman to make continuous mass production for the wide international market. Not only does it convey sales information to potential buyers far and near, it contains positive force determining the action of buyers as well. It applies a veiled method of persuasion to secure patronage for the product. Advertising ensures the introduction and acceptance of a new product in the market.

In the case of existing products, advertising has paved the way for a steadily rising flow of goods to the market. Advertising is a potent and recognised means of sales promotion. When used effectively, it benefits the producers, traders, consumers and country’s economy.

In the modern business world, it is one of the important functions that increa­ses sales, persuades dealers, increases per-capita income, enhances receptiveness of a new product or model, eliminates seasonal fluctuations and raises the standard of living. The relatively insignificant amount with which this marvellous result can be secured has made advertising a boon to the businessmen.

(i) Market Expansion:

Advertising enables the manufac­turer to expand the market for products by creating new markets and retain­ing existing ones. It carries repeated sales messages to millions of buyers and brings customers from remote or inaccessible areas.

(ii) Direct Appeal to Consumers:

Through advertising, manufacturers can appeal directly to consumers and influence their buying habits. Consequ­ently, buyers and producers are freed from the clutches of middlemen.

(iii) Buyers Education in Using New Products:

It helps to overcome old habits of the consumers and to educate them in the use of new products, or in the new use of existing products.

(iv) Removal of Seasonal Fluctuations:

Seasonal fluctuations in demand are eliminated by advertising. Because of creating a steady demand, it has made continuous production more certain and effective.

(v) Reduction in Selling Price:

Advertising speeds up sales and pro­duction turnover. Through a large volume of business, it lowers both selling and production costs. As a result, advertising in many cases has reduced the selling price of goods.

(vi) Price Stability:

Manufacturers invariably maintain resale prices of advertised products. Advertisement of resale prices permits to keep prices within reasonable limits; and buyers are assured of more or less the same price, wherever they may purchase goods.

(vii) Quality Products:

Advertising is usually made under a particular brand name, otherwise it becomes too expensive for the business. Because of this practice, advertising tends to create confidence in buyers about the quality of advertised products.

(viii) Promotion of Goodwill:

It acquaints the people with the name of producer and guides them to improve living through better buying. Adverti­sing leads to the establishment of producer’s goodwill which results in repeat sales.

(ix) Freedom of Press:

Advertising helps to maintain the free and independent status of the press. As newspapers are mostly financed by adver­tising income, they need not be tied down on financial grounds to any party or group.

(x) Higher Standard of Living:

Advertising promotes greater consump­tion, increased production and larger employment. The effect of these improvements is inevitably reflected in lower prices, better quality and greater variety of goods to the consumer. Advertising contributes towards a fuller way of life through happy and contented living.

Essay # 7. Benefits of Advertising:

Advertising benefits a variety of sections of society, such as:

(i) manufacturers/producers;

(ii) Wholesalers/ retailers;

(iii) Consumers;

(iv) Salesmen; and

(v) The community.

(i) Benefits to Manufacturers/Producers:

(a) Advertising results in an increase in sales and, consequently, increase in profits.

(b) It enables an easy introduction of newly developed products/ services.

(c) It helps build the image of the product and its manufacturer/producer.

(d) It establishes a direct contact between the manufacturer and the consumers such that middleman have no scope to push up prices, and thus assists in maximising the profit margin.

(ii) Benefits to Wholesalers/Retailers:

(a) It is easy to find customers for their goods as the consumers are already aware of the goods being available and their usefulness to them.

(b) Advertising increases demand for the products and helps increase sales which lead to quick turnover and increased profits.

(c) The image of the product and its manufacturer/producer, as built up by advertising, will also add to the prestige of the wholesalers/retailers.

(iii) Benefits to Consumers:

(a) For consumers in general, adver­tising means a guarantee as regards quality and suitability of the product/ service which is advertised. But, in some cases, it may not really be so.

However, if the claims made in an advertisement are found by the consumers to be true, they take to using that product on a regular basis, thus pushing up its sales. This, in turn, enables the manufacturer/producer to lower the cost, improve the quality of the product still further, and also earn increased profits.

(b) Advertising is the main source of knowledge as regards the place and time of availability of a product or service. This means, the consumers do not have to run from one shop to another to get the desired product or service.

(c) Advertisements by manufacturers/producers of identical products will enable the consumers to compare the merits of individual products, such that they will be in a position to pick and choose the products which best satisfy their needs and desires.

(d) Most modern advertising is highly educative and useful for the consumers. It leads to better standard of living.

(iv) Benefits to Salesmen:

Salesmanship and advertising play a complementary and supplementary role for one another.

The benefits derived by salesmen from advertising are as follows:

(i) Goods which are already extensively advertised on the media are easy to be introduced in the market.

(ii) As advertising will effectively perform the spadework as regards providing useful information about the product/service to the dealers and consumers, salesmen do not have to make much sales efforts.

(iii) Advertising helps salesmen to establish more stable relationships with customers.

(iv) Salesmen are able to measure as to how far advertising has succee­ded in creating product awareness among customers.

(v) Benefits to the Community at Large:

(i) Modern adverti­sing has become highly educative in nature. It brings to the people valuable knowledge about goods and services which is not easily available elsewhere. In a sense, advertising is an index to the level of civilisation.

(ii) Advertising leads to an increase in production which, on its part, gives rise to greater employment opportunities, increasing income levels, and better standards of living for the people.

(iii) Advertising helps people to know as to what products are avail­able to satisfy their felt needs and desires. It also creates in them an awareness of the needs which they may not have felt before.

For example, it is only due to advertising that articles, like cars, refrigerators, T.V. sets, etc., which were earlier regarded as luxuries causing wasteful expen­diture, can today be seen in many households, whether in urban or rural areas.

Undoubtedly, this has meant extra hours of work for the matters of the family to add to their income so as to meet expenditure on such items. But advertising has succeeded in promoting an awareness about the usefulness of these items. As Sir Winston Churchill put it, “Advertising nourishes the consuming power of man. It creates wants for a better standard of living. It spurs individual exertion and greater production.”

(iv) Advertising revenue leads to low production costs of newspapers and magazines which, in a democratic set-up, are invaluable watch-dogs of the public interest. For example, minus advertising revenue, a copy of the Hindustan Times or the Times of India would sell for more than Rs. 50.

Further, it is because of the huge revenue earned by both radio and television from commercial advertising that the Government has abolished the annual licence fee in respect of radio and T.V. sets.

(v) Advertising helps copy writers and artistes to earn their living. It also enriches the social and cultural life of people.

Essay # 8. Criticisms of Advertising:

Although the merits of advertising far outweigh its faults, the criticisms cannot be neglected.

The following are the important criticisms of advertising:

(i) Unbalanced Advertising:

Advertising is sometimes made in such an excessive and unbalanced manner that it increases the cost of marketing and hence, the price of products rather than reducing prices.

(ii) Combative Advertising:

Advertising, instead of creating new demand, is often directed to transfer customers from one producer to another. Combative advertising represents a sheer waste from the social point of view.

(iii) False Advertising:

Advertising fails to achieve its objectives and destroys public confidence in those cases where false and exaggerated claims are made about the virtues of products in advertising.

(iv) Deceptive Advertising:

Advertising has been used to defraud buy­ers by inducing them to purchase goods of doubtful value.

(v) Lack of Dignity:

In their zeal for demand creation, advertisers sometimes adopt objectionable practices that are totally devoid of ethical sense, moral value or public decency.

(vi) Propensity to Artificial Living:

Advertising creates tastes and desires for some products in such a way that many persons are forced to buy things beyond their means, and others are discontented for not being able to buy the product.

Essay # 9. Regulation of Advertising:

The importance of advertising can be fully realized provided the abuses thereof are stopped. In order to eliminate the defects of advertising, a number of measures have been devised by the businessmen as well as by the Government.

The usual measures that are applied may be stated as follows:

(a) Obscene advertisements are tota­lly banned by statutes, as they offend public moral,

(b) Noisy advertisements through the use of loud-speakers or beating drums are restricted, since they appear as a public nuisance,

(c) Writings on the walls or other public places are prohibited by injunction,

(d) To guard against deceptive adverti­sing, regulatory laws are enforced by the State.

In our country, the Essen­tial Commodities and Drugs Act has been passed for controlling the sale of medicines, food products and some other essential items. But unfortuna­tely, the legislation has lost much of its strength in the absence of admi­nistrative vigilance and rigid enforcement,

(e) The chambers of commerce set up “better business bureaus” to regulate advertising, and

(f) The consumers’ associations or their cooperatives raise some voice against unethical advertising.

Related Articles:

• Essay on Advertising Campaign | Product Promotion | Advertisement
• Essay on Sales Promotion: Top 4 Essays | Functions | Marketing Management
• Essay on Advertising: Top 9 Essays | Functions | Marketing Management
• Difference between Advertising and Publicity

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What is Marketing, and What's Its Purpose?

Updated: January 24, 2022

Published: February 25, 2021

Dictionary.com defines marketing as, "the action or business of promoting and selling products or services, including market research and advertising."

If you work in a marketing role like I do, it's probably difficult for you to define marketing even though you see and use it every day -- the term marketing is a bit all-encompassing and variable for a straightforward definition.

This definition feels unhelpful.

The selling part, for instance, overlaps a little too snuggly with a "what is sales" definition, and the word advertising makes me think of Mad Men brainstorming sessions.

But upon digging deeper, I began seeing that actually, marketing does overlap heavily with advertising and sales. Marketing is present in all stages of the business, beginning to end.

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What is marketing?

Marketing refers to any actions a company takes to attract an audience to the company's product or services through high-quality messaging. Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales.

At first, I wondered why marketing was a necessary component during product development, or a sales pitch, or retail distribution. But it makes sense when you think about it -- marketers have the firmest finger on the pulse of your consumer persona.

The purpose of marketing is to research and analyze your consumers all the time, conduct focus groups, send out surveys, study online shopping habits, and ask one underlying question: "Where, when, and how does our consumer want to communicate with our business?"

Here, let's explore the purposes of marketing, along with types of marketing, the 4 P's of marketing, and the difference between marketing and advertising.

Whether you're a seasoned marketer looking to refresh your definitions, or a beginner looking to understand what marketing is in the first place, we've got you covered. Let's dive in. 

Purpose of Marketing

Marketing is the process of getting people interested in your company's product or service. This happens through market research, analysis, and understanding your ideal customer's interests. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising.

Modern marketing began in the 1950s when people started to use more than just print media to endorse a product. As TV -- and soon, the internet -- entered households, marketers could conduct entire campaigns across multiple platforms. And as you might expect, over the last 70 years, marketers have become increasingly important to fine-tuning how a business sells a product to consumers to optimize success.

In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, that messaging will helpful and educational to your target audience so you can convert consumers into leads.

Today, there are literally dozens of places one can carry out a marketing campaign -- where does one do it in the 21st century?

Types of Marketing

Where your marketing campaigns live depends entirely on where your customers spend their time. It's up to you to conduct market research that determines which types of marketing -- and which mix of tools within each type -- is best for building your brand. Here are several types of marketing that are relevant today, some of which have stood the test of time:

• Internet marketing: Inspired by an Excedrin product campaign that took place online, the very idea of having a presence on the internet for business reasons is a type of marketing in and of itself.
• Search engine optimization: Abbreviated "SEO," this is the process of optimizing content on a website so that it appears in search engine results. It's used by marketers to attract people who perform searches that imply they're interested in learning about a particular industry.
• Blog marketing: Blogs are no longer exclusive to the individual writer. Brands now publish blogs to write about their industry and nurture the interest of potential customers who browse the internet for information.
• Social media marketing: Businesses can use Facebook, Instagram, Twitter, LinkedIn, and similar social networks to create impressions on their audience over time.
• Print marketing: As newspapers and magazines get better at understanding who subscribes to their print material, businesses continue to sponsor articles, photography, and similar content in the publications their customers are reading.
• Search engine marketing: This type of marketing is a bit different than SEO, which is described above. Businesses can now pay a search engine to place links on pages of its index that get high exposure to their audience. (It's a concept called "pay-per-click" -- I'll show you an example of this in the next section).
• Video marketing: While there were once just commercials, marketers now put money into creating and publishing all kinds of videos that entertain and educate their core customers.

Marketing and Advertising

If marketing is a wheel, advertising is one spoke of that wheel.

Marketing entails product development, market research, product distribution, sales strategy, public relations, and customer support. Marketing is necessary in all stages of a business's selling journey, and it can use numerous platforms, social media channels, and teams within their organization to identify their audience, communicate to it, amplify its voice, and build brand loyalty over time.

On the other hand, advertising is just one component of marketing. It's a strategic effort, usually paid for, to spread awareness of a product or service as a part of the more holistic goals outlined above. Put simply, it's not the only method used by marketers to sell a product.

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Here's an example (keep reading, there's a quiz at the end of it):

Let's say a business is rolling out a brand new product and wants to create a campaign promoting that product to its customer base. This company's channels of choice are Facebook, Instagram, Google, and its company website. It uses all of these spaces to support its various campaigns every quarter and generate leads through those campaigns.

To broadcast its new product launch, it publishes a downloadable product guide to its website, posts a video to Instagram demonstrating its new product, and invests in a series of sponsored search results on Google directing traffic to a new product page on its website.

Now, which of the above decisions were marketing, and which were advertising?

The advertising took place on Instagram and Google . Instagram generally isn't an advertising channel, but when used for branding, you can develop a base of followers that's primed for a gentle product announcement every now and again. Google was definitely used for advertising in this example; the company paid for space on Google -- a program known as pay-per-click (PPC) -- on which to drive traffic to a specific page focused on its product. A classic online ad.

Where did the marketing take place? This was a bit of a trick question, as the marketing was the entire process . By aligning Instagram, Google, and its own website around a customer-focused initiative, the company ran a three-part marketing campaign that identified its audience, created a message for that audience, and delivered it across the industry to maximize its impact.

The 4 Ps of Marketing

In the 1960's, E Jerome McCarthy came up with the 4 Ps of marketing: product, price, place, promotion.

Essentially, these 4 Ps explain how marketing interacts with each stage of the business.

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Let's say you come up with an idea for a product you want your business to sell. What's next? You probably won't be successful if you just start selling it.

Instead, you need your marketing team to do market research and answer some critical questions: Who's your target audience? Is there market fit for this product? What messaging will increase product sales, and on which platforms? How should your product developers modify the product to increase likelihood of success? What do focus groups think of the product, and what questions or hesitations do they have?

Marketers use the answers to these questions to help businesses understand the demand for the product and increase product quality by mentioning concerns stemming from focus group or survey participants.

Your marketing team will check out competitors' product prices, or use focus groups and surveys, to estimate how much your ideal customer is willing to pay. Price it too high, and you'll lose out on a solid customer base. Price it too low, and you might lose more money than you gain. Fortunately, marketers can use industry research and consumer analysis to gauge a good price range.

It's critical that your marketing department uses their understanding and analysis of your business's consumers to offer suggestions for how and where to sell your product. Perhaps they believe an ecommerce site works better than a retail location, or vice versa. Or, maybe they can offer insights into which locations would be most viable to sell your product, either nationally and internationally.

This P is likely the one you expected from the get-go: promotion entails any online or print advertisement, event, or discount your marketing team creates to increase awareness and interest in your product, and, ultimately, lead to more sales. During this stage, you'll likely see methods like public relations campaigns, advertisements, or social media promotions.

Hopefully, our definition and the four Ps help you understand marketing's purpose and how to define it. Marketing intersects with all areas of a business, so it's important you understand how to use marketing to increase your business's efficiency and success.

Editor's note: This post was originally published in May 2018 and has been updated for comprehensiveness.

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